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Corporate Reputation and the News Media in Sweden

Chapter in book
Authors Magnus Fredriksson
Maria Grafström
Published in Corporate Reputation and the News Media: Agenda-Setting Whitin Business News Coverage in Developed, Emerging and Frontier markets
ISBN 978-0-415-87153-2
Publisher Routledge
Place of publication New York
Publication year 2010
Published at Department of Journalism, Media and Communication (JMG)
Language en
Keywords Agenda-setting, Business journalism, reputation,
Subject categories Business Administration, Media and Communications


This chapter examines how the news media in Sweden affect the public’s perceptions of companies. The news media’s attention toward the corporate life has increased significantly over the last few decades. In concert with this development, corporate communication has become more sophisticated. The public relations industry is established, and corporate reputation has become an important term both within the business community and in research. In Sweden, the relationship between news media and companies is often understood and discussed from the perspective of trust, and consequently trust has also become an important dimension of corporate reputation. The chapter first presents the national traits of Sweden, followed by a literature review of extant research in Sweden on corporate reputation, agenda-setting theory, and the relationship between business and the news media. This is followed by an outline of data showing trust as a key dimension of corporate reputation in Sweden. The chapter ends with research conclusions and a discussion.

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