Previous Chapter Chapter 11: Negotiation Audiences: The Role of the Mass Media

Sara U. Douglas

In: Communication and Negotiation

Chapter 11: Negotiation Audiences: The Role of the Mass Media

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Negotiation Audiences: The Role of the Mass Media
Negotiation audiences: The role of the mass media
SaraU.Douglas

ALTHOUGH SOCIAL CONFLICT holds little interest to news producers, it is of vital importance to mass media news (Roloff, 1987). There is evidence, for example, that editors judge newsworthiness, in part, on the degree of conflict in the event (Atwood, 1970; Gans, 1979; Ward, 1967). Apparently, news consumers also are attracted to media accounts of conflict (Atwood, 1970). Some go as far as saying that without conflict there would be no news. The importance of negotiation to the media, however, is much less clear, and generally does not interest media producers. But, to the extent that negotiation is able to attract media attention and interest, conditions of the negotiations may ...

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