Need for orientation (NFO) is a key contingent condition for agenda-setting effects. Traditionally, this concept has been measured by two lower-order components, but a recent reconceptualization expanded it to three dimensions. The current experimental study tested how comparable the traditional and new NFO scales are, and how strongly they predict agenda setting. Findings indicate that both NFO scales are (1) reliable tools for predicting first-level agenda-setting effects, and (2) significantly correlated with each other. The question whether or not the new NFO scale predicts second-level agenda-setting effects, however, needs further exploration.

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This article reports on content analysis of evening newscasts from a nationwide sample of commercial television stations in large, medium, and small markets. The study focuses on the frequency of air time consumed by four types of commercial influence (most often involving station advertisers) on ostensibly noncommercial newscast content. Results indicated that newscasts by 90% of the 294 network-affiliated stations studied contained at least 1 instance per newscast of "stealth advertising" (commercial messages outside regular commercial blocks). Small-market stations in the #76-210 rankings by Nielsen Media Research showed the greatest proportion of such materials. This study suggests paths for future research into broadcasting's responses to consumer avoidance of traditional commercials. Commercial TV stations are businesses. Many have become extensions of large corporations, and almost all depend on advertising dollars from local businesses to survive. This doesn't mean stations often cover business: In one large city, economic news totaled only 7% of all TV stories (Stoll & McManus, 2005), and a

This study investigated how corporate reputation is discussed in the Russian media. A content analysis of articles on corporate reputation published in the major Russian print media between 1999 and 2006 revealed conflicting media interpretations of the role of corporate reputation in the marketplace and some simplification of the concept "corporate reputation," in regards to understanding how corporate reputation can pave a way for a Russian company to succeed on the market.

PurposeThe purpose of this paper is to explore how corporate reputation (CR) and corporate social responsibility (CSR) are discussed in the print media in Ukraine. The paper also provides insights into how the implementation of these concepts contributes to the promotion of the market economy principles in Ukraine.Design/methodology/approachThis study employed an interpretive discourse analysis, with elements of framing analysis, of 102 articles on CR and CSR published in the major Ukrainian print media between 2007 and 2010, both in Russian and Ukrainian languages. The analyses revealed four major themes in discussing a growing importance of CR and CSR for Ukrainian businesses.FindingsThe interpretive analysis demonstrated that the government of Ukraine and businesses try to establish standards for CR and CSR. It also showed that the current economic crisis contributed to the media coverage of how CR and CSR are defined. The framing analysis showed that some publications in Ukrainian tend to report on CR and CSR in a positive light, suggesting that the media should promote these concepts in economic life.Research/limitations/implicationsFuture studies might employ methodologies that offer more active participation, such as in‐depth interviewing of journalists who cover issues of CR and CSR.Practical implicationsThe study results will be important to those transnational and local corporations which want to successfully implement their CSR programs, to further propel their CR among the citizens of Ukraine.Originality/valueThe paper is the first effort to analyze the media accounts of the implementation of CR and CSR in the economic and social fabric of Ukraine, in the wake of the Orange Revolution.