Are Advertisers Potential (and Effective) Influencers on News Content?

Abstract

This study examines reporter perceptions of extramedia-level influences on news content, based on original data from a national web-based survey of television reporters. Using three extramedia measures (advertiser, public relations, and political influences) and three theoretical approaches, this research considers how, how often, and under what conditions extramedia forces attempt to influence television media and their coverage, and to what effect they are successful at doing so, based on reporter perceptions. The study also attempts to advance theory by further developing and testing the little-studied area of agenda cutting and by using two other theoretical approaches, agenda building and frame building.