Corporate Reputation Review

, Volume 21, Issue 2, pp 71–83 | Cite as

Developing a New Measure of Media Reputation

  • Xiaoqun Zhang
Original Article


This study developed a new composite measure of media reputation combining media favorability, media visibility, and recency. It showed that this new measure had superiority over the measure of media favorability in predicting corporate reputation, and local newspapers were a better news source to measure media reputation than elite newspapers. This study was based on the content analysis of 2817 news articles from two elite newspapers and many local newspapers in the United States.


Media reputation Corporate reputation Agenda-setting Measurement 



The author would like to thank Reputation Institute for providing the RepTrak® Pulse index data, and Dr. Guido Berens and the anonymous reviewers for their valuable comments and suggestions to improve the quality of this article.


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Copyright information

© Macmillan Publishers Ltd., part of Springer Nature & Reputation Institute 2018

Authors and Affiliations

  1. 1.Department of Media ArtsUniversity of North TexasDentonUSA

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