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Media Reputation

Media reputation represents the portrayal of a corporation presented in the media; it does not represent the reputation of the media—that is, what others think of the media. The concept emerged as an alternative to Fortune’s survey of “America’s Most Admired Corporations,” which was the predominant measure of reputation in the 1990s. The initial formulation of media reputation was heavily influenced by mass communication theory, with the dual assumption that the media record and influence public knowledge about corporations. The increasing availability of media reports led to greater use of media reputation. Some scholars regard media reputation measures as reasonable surrogate measures of corporate reputation.

This entry first discusses the Fortune survey as a predecessor of media reputation. It then discusses media reporting and public ...

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