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Media, News

Encyclopedia entry
Authors Magnus Fredriksson
Josef Pallas
Published in The International Encyclopedia of Strategic Communication.
ISBN 9781119010722
Publication year 2018
Published at Department of Journalism, Media and Communication (JMG)
Language en
Subject categories Media Studies


News media are of particular importance for strategic communication. The efforts organizations make to attract journalists' interest and gain media attention are plentiful. This centrality is the result of a strong interdependence between organizations and news media and the number of functions news media fulfill for organizational activities. Theoretically one can discern four analytically distinct—but interrelated—roles: (i) information provider; (ii) agenda‐settes; (iii) scrutinizer; and (iv) legitimizer. What role(s) media actually play in a given situation is the result of the media system's figuration and situational circumstances.

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