Blackwell Reference Online

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Studies under the heading of determination theory focus on the question of how media content is produced (→  Media Production and Content ). The main assumption is that news releases and other public relations material play a critical role in news-gathering activities. Public relations (PR) as a source of media content has been analyzed in communication studies since the 1970s ( Sigal 1973 ). In English-speaking research the relationship between →  journalism and →  public relations is examined in terms of →  agenda-building processes. In 1982, Gandy used the expression “information subsidy” to describe media access to information. PR professionals provide information subsidies to the media in order to systematically distribute information on their behalf ( Turk 1985 ). In German-speaking research the term “determination theory” was coined after an initial study by Baerns (1979 ; 1991 , 1st pub. 1985). Based on the results of an extensive content analysis, Baerns stated that PR determines issues and timing of media coverage. The term “determination hypotheses” was coined with regard to this statement, and communication scholars began for the first time to take PR seriously as a possible determining factor in media content (→  Public Relations: Media Influence ). Determination theory is inspired by a paradox. On the one hand, there is the social responsibility of journalism ... log in or subscribe to read full text