Online Press Rooms and the Telecommunications Industry: Their Effectiveness Based on the Theories of Framing and Agenda-setting

Online Press Rooms and the Telecommunications Industry: Their Effectiveness Based on the Theories of Framing and Agenda-setting

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This qualitative study closely examines the online press rooms of the eight largest telecommunication companies in the United States. It documented the most common tactics used by these online press rooms to provide information to the media and identify common themes used to frame the online press rooms' information. The study also documented information presented by online press rooms that was used by selected trade publications. It then looked to see whether the trade publications used the same themes to frame the information as originally used by the telecommunication companies. The study found that the online press rooms relied mainly on simple tactics to present information to journalists. For their part, journalists from the trade publications did use material presented by the online press rooms, but only in modest amounts. While there were exceptions, journalists generally framed stories based on the press releases in a different manner than originally framed by the telecommunication companies.Problem Framing The third most used style of framing on the online pressrooms is what Hallahan (1999) described as ... Examples include providing telephone service to members of the military serving overseas or to areas hit by natural disasters. ... a release that Verizon made available on its online press room describing its efforts to connect Marines serving in Iraq ... at home. The problem was that Marines need to stay connected to their families while serving overseas. The releaseanbsp;...


Title:Online Press Rooms and the Telecommunications Industry: Their Effectiveness Based on the Theories of Framing and Agenda-setting
Author: Ryan Thompson
Publisher:ProQuest - 2008
ISBN-13:

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