This study uses a nationwide survey of health journalists (N = 774) to explore the agenda-building process in health news, examining how journalists develop story ideas, value expert source characteristics, and perceive the acceptability of using public relations materials. Results indicate that intermedia agenda setting may be a stronger influence on agenda building than are information subsidies, and that journalists rate characteristics associated with public relations training as important in expert sources. Also, journalists who take an audience advocate role are more accepting of news releases than those who take a skeptic role.When developing health news reports, journalists often use information that comes in the form of "information subsidies." An information subsidy is news information packaged free for journalists by those seeking publicity.' Public relations materials are examples of information subsidies. In the area of science and health, the literature suggests that general assignment reporters depend on subsidies because they, themselves, may know less about the story subject, and that beat or specialty reporters may use them as a means to meet deadline pressures. While there is nothing inherently wrong with using information subsidies from public relations professionals, some critics2 have raised concern about the credibility and framing power this process can confer on groups that already are perceived to have extensive societal power (e.g., corporations).One way that journalists try to maintain ownership of health stories is to rely less on information subsidies for the generation of story ideas, even though it may take more time and effort. Nevertheless, the process of producing news is complicated and influenced by many factors, not the least of which are money and time. The realities of a twenty-four-hour news cycle do not always make it practical or possible to avoid using information subsidies. The purpose of this study is to examine how health journalists make decisions about using information subsidies in reporting on health stories by analyzing how they (1) develop Maria E. Len-Rios is an assistant professor; Amanda Hinnant is an assistant professor; Sun-A Park is a doctoral student; Glen T. Cameron is a professor; Cynthia M. Frisby is an associate professor; and Youngah Lee is a doctoral student. A11 are at the University of Missouri. Fundingfor this research was provided through a grantfrom the Missouri Foundation for Health, Agreement 07-0242-HL-07. HEALTH NEWS AGENDA BUILDING 315 J~M C ~~~d vol. 86, NO. 2 S~m e r 2 0 0 9 315-331
The purpose of this research project was to investigate the relationship between skin color and level of perceived physical attractiveness. Previous research suggested that skin color plays an important role in how we perceive an individual's physical attractiveness. The current study was conducted to determine how influential the role of race is on perceptions of physical attractiveness. In this study, 79 subjects were asked to evaluate images of potential endorsers to be used in an upcoming advertising campaign. The images were those of females of varying skin tones. Data were then collected and analyzed to determine whether skin tone and level of skin color can in fact influence the physical attractiveness stereotype.
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