4. Results
4.3 Affective Tones and Agenda Valence
Table 4.3 Chi-Square test of homogeneity
4.3 Affective Tones and Agenda Valence
To further discuss the relationship between the news release and the news coverage, this study also analyzes the presence and absence of affective tones, positive, negative, and neutral, among these twenty sub-attributes. Secondly, according to the present affective tones in each news item, the agenda valence is also determined. However, due to the absence of the negative tone in the news release, the study only compares the positive and neutral
sub-attributes from two sources, and also utilizes Spearman's rank correlation coefficient to explicate the relationship of affective sub-attributes between two sources.
For the corporate news release, Table 4.4 shows the results, as almost the same as the substantive sub-attribute, the top five positive sub-attributes in the rank are still "#1
Innovative products and/or services (15.91%)," "#2 Feels good about company (13.66%),"
responsibility Total
News release Count 97 120 101 50 13 9 390
% 24.9% 30.8% 25.9% 12.8% 3.3% 2.3% 100%
Newspapers Count 193 364 239 322 27 13 1158
% 16.7% 31.4% 20.6% 27.8% 2.3% 1.1% 100%
X2 = 45.479, df = 5, p = .000 < .05
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"#3 Company/management has clear vision for the future (13.03%)," "#4 High quality products and/or services (9.52%)," "#5 Company inspires admiration and respect (8.9%)."
And the last five positive sub-attributes in the rank are slightly different. They are "#16 Company supports good causes (0.75%)," "#17 Good place to work (0.63%)," "#18 Company is environmentally responsible (0.5%)," "#19 Rewards employees fairly (0.25%)," and "#20 Company is low risk investment (0.13%)."
On the other hand, for the news coverage, the top five positive sub-attributes in the rank are "#1 Company stands behind its products and/or services (14.17%)," "#2 Growth prospecs (12.63%)," "#3 High quality products and/or services (9.81%)," "#4 Market opportunities (9.74%)," "#5 Company/management has clear vision for the future (8.01%)," and the last five positive sub-attributes are "#16 Company is responsible in the community (0.58%),"
"#17 Good employees (0.51%)," "#18 Company supports good causes (0.32%)," "#19 Good place to work (0.13%)," and the last one "#20 Company is environmentally responsible (0.03%)." Figure 4.2 shows a bar graph comparing the percentage of positive sub-attributes in the sample of the news release and the print news coverage.
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Table 4.4 Frequency and rank of positive sub-attributes in the news release and newspaper News releases Newspapers
Frequency Rank Frequency Rank Sub-attributes
Feels good about company 109 2 115 7
Company inspires admiration and respect 71 5 104 9
Company inspires trust 25 10 26 13
High quality products and/or services 76 4 153 3
Innovative products and/or services 127 1 75 10
Company provides good value for money 34 9 51 12
Company stands behind its products and/or services 57 7 221 1
Market opportunities 53 8 152 4
Company has excellent leadership 9 14 23 14
Company/management has clear vision for the future 104 3 125 5
Outperforms competitors 21 11 55 11
Company is environmentally responsible 4 18 1 20
Company is responsible in the community 7 15 9 16
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Figure 4.2 The percentage of positive sub-attributes in the news release and the news coverage
Table 4.5 shows the frequency and the rank of neutral sub-attributes in the news release and the news coverage as following.
0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% 18.00%
Feels good about company Company inspires admiration and respect Company inspires trust High quality products and/or services Innovative products and/or services Company provides good value for money Company stands behind its products and/or services Market opportunities Company has excellent leadership Company/management has clear vision for the future Outperforms competitors Company has record of being profitable Company is low risk investment Growth prospects Rewards employees fairly Good place to work Good employees Company supports good causes Company is environmentally responsible Company is responsible in the community
Newspapers News releases
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Table 4.5 Frequency and rank of neutral sub-attributes in the news release and newspaper
The frequency of neutral sub-attributes is relatively fewer than the positive one in both sources. However, the frequency of some neutral sub-attributes is overlapped, therefore, this study ranks them into the same places. For the news release, there are only two neutral sub-attributes present, and the rank is "#1 Growth prospects (60%)," and "#2 Company is low risk investment (40%);" and the rest is the third place since being absent. On the other hand,
News releases Newspapers
Frequency Rank Frequency Rank Sub-attributes
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for the news coverage, the first-to-sixth ranking is that "#1 Company is low risk investment and Growth prospects (19.6%, two first places in the rank)," "#2 Innovative products and/or services and Market opportunities (13%, two 2ed. in the rank)," "#3 High quality products and/or services and Company has record of being profitable (6.5%, two 3rd. in the rank),"
"#4 Feels good about company and Company stands behind its products and/or services (4.3%, two 4th. in the rank)," and "#5 Company provides good value for money,
Company/management has clear vision for the future, Good place to work , Good employees , Company is environmentally responsible, and Company is responsible in the community (2.2%, six 5th. in the rank);" and the rest rank 6th. Figure 4.3 shows the bar graph comparing the percentage of neutral sub-attributes in the sample of the news release and the print news coverage.
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Figure 4.3 The percentage of neutral sub-attributes in the news release and the news coverage
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%
Feels good about company Company inspires admiration and respect Company inspires trust High quality products and/or services Innovative products and/or services Company provides good value for money Company stands behind its products and/or services Market opportunities Company has excellent leadership Company/management has clear vision for the future Outperforms competitors Company has record of being profitable Company is low risk investment Growth prospects Rewards employees fairly Good place to work Good employees Company supports good causes Company is environmentally responsible Company is responsible in the community
Newspapers News releases
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Finally, RQ3 asks the relationship of the agenda valence between the news release and the news coverage. Table 4.6 shows the frequency and the percentage of the agenda valence in the news release and the news coverage. In total 137 news releases, there are 131 positive news items (95.6%), 6 neutral news items (4.4%), and no negative ones. On the other hand, in total 538 news articles from four newspapers, there are 387 positive news items (71.9%), 50 negative ones (9.3%), and 101 neutral ones (18.8%).
Table 4.6 Frequency and percentage of the valence in the news release and newspaper
News releases Newspapers
Item % Item %
Agenda valence
Positive 131 95.6 387 71.9
Negative 0 0 50 9.3
Neutral 6 4.4 101 18.8
Total 137 538