Primary differences: how market orientation can influence content

Abstract

Studies have shown that market orientation influences content. However, scant research examines how news organizations with different market orientations covered the same story. This study utilizes textual analysis and long-form interviews to compare coverage of the 2013 St. Louis mayoral race. The study compares the strongly market oriented St. Louis Post-Dispatch and the weakly market oriented St. Louis Beacon. Findings showed major differences in content, especially concerning how the two covered race, periphery candidates and the presentation of campaign issues. These results are interpreted through the lens of gatekeeping theory.

Keywords:

• Market orientation
• gatekeeping theory
• journalism practices
• qualitative
• political communication

Notes on contributors

Patrick Ferrucci (Ph.D. University of Missouri School of Journalism) is an assistant professor of journalism in the University of Colorado-Boulder's College of Media, Communication and Information. His research examines aspects of media sociology, primarily organizational influences on news production processes.