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Retesting the Marketplace Theory of Media Use
Unformatted Document Text:  Retesting the Marketplace Theory of Media Use—27 Appendix Attitude toward Financial Aspects of Journalism • Journalists at Newspaper A/B chase sensational stories about ethnic groups because they think it will sell papers more than because they think it’s important news.* • Do you think Newspaper A/B is concerned mainly with the public interest or with making profits? ** * Responses were “strongly disagree” (4), “somewhat disagree” (3), “somewhat agree” (2), and “strongly agree” (1). ** “Public interest” (3), “neither” or “don’t know/not sure” (2), and “making profits” (1). Attitude toward Diversity Aspects of Journalism • Newspaper A/B has a responsibility to introduce people of different religions, races, and backgrounds to each other. • The push for profits is having a positive impact on Newspaper A/B’s coverage of ethnic communities and diversity issues. Responses were “strongly disagree” (4), “somewhat disagree” (3), “somewhat agree” (2), and “strongly agree” (1). Coverage CredibilityOn a scale of one to seven where one means the information in stories is usually inaccurate and seven means the information is usually accurate, how would you rate Newspaper A/B’s coverage of Caucasians/African Americans/Native Americans/New Immigrants? Coverage NegativityWhen you think about all the news about Caucasians/African Americans/Native Americans/New Immigrants that you read in the newspaper, on a scale of one to seven where one is overly negative and seven is overly positive, how would you rate Newspaper A/B’s coverage? Attitude toward the Newspaper • Newspaper A/B is an excellent newspaper • I think people are proud if their children grow up to be loyal readers of Newspaper A/B. Responses were “strongly disagree” (1), “somewhat disagree” (2), “somewhat agree” (3), and “strongly disagree” (4). Newspaper Readership • About how many days a week do you usually read Newspaper A/B? Responses from 0 to 7.

Authors: Beaudoin, Christopher. and Thorson, Esther.
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Retesting the Marketplace Theory of Media Use—27
Appendix
Attitude toward Financial Aspects of Journalism
Journalists at Newspaper A/B chase sensational stories about ethnic groups because they think it
will sell papers more than because they think it’s important news.*
Do you think Newspaper A/B is concerned mainly with the public interest or with making profits?
**
* Responses were “strongly disagree” (4), “somewhat disagree” (3), “somewhat agree” (2), and “strongly
agree” (1).
** “Public interest” (3), “neither” or “don’t know/not sure” (2), and “making profits” (1).

Attitude toward Diversity Aspects of Journalism
Newspaper A/B has a responsibility to introduce people of different religions, races, and
backgrounds to each other.
The push for profits is having a positive impact on Newspaper A/B’s coverage of ethnic
communities and diversity issues.

Responses were “strongly disagree” (4), “somewhat disagree” (3), “somewhat agree” (2), and “strongly
agree” (1).

Coverage Credibility
On a scale of one to seven where one means the information in stories is usually inaccurate and seven
means the information is usually accurate, how would you rate Newspaper A/B’s coverage of
Caucasians/African Americans/Native Americans/New Immigrants?

Coverage Negativity
When you think about all the news about Caucasians/African Americans/Native Americans/New
Immigrants that you read in the newspaper, on a scale of one to seven where one is overly negative and
seven is overly positive, how would you rate Newspaper A/B’s coverage?

Attitude toward the Newspaper
Newspaper A/B is an excellent newspaper
I think people are proud if their children grow up to be loyal readers of Newspaper A/B.
Responses were “strongly disagree” (1), “somewhat disagree” (2), “somewhat agree” (3), and “strongly
disagree” (4).

Newspaper Readership
About how many days a week do you usually read Newspaper A/B?
Responses from 0 to 7.


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