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The Influence of National Societal Contexts on the Media Reputation of Multinational Corporations: A Comparison between Switzerland and the US


Vogler, Daniel; Schranz, Mario; Eisenegger, Mark (2016). The Influence of National Societal Contexts on the Media Reputation of Multinational Corporations: A Comparison between Switzerland and the US. Studies in Communication Sciences:86-93.

Abstract

This comparative study looks at how media reputation of multinational corporations (MNCs) is shaped by national societal contexts. Swiss and US MNCs from the banking and pharmaceutical industry were analyzed. As main predictors media system (Swiss vs. US) and the country of origin of the MNCs (home vs. abroad) were defined. Results show that the overall media reputation of MNCs is predominantly negative in Swiss and US media. However, reputation in US media is significantly more negative than in Swiss media. Independent of the media system reputation of MNCs in home media is more favorable than in abroad media.

Abstract

This comparative study looks at how media reputation of multinational corporations (MNCs) is shaped by national societal contexts. Swiss and US MNCs from the banking and pharmaceutical industry were analyzed. As main predictors media system (Swiss vs. US) and the country of origin of the MNCs (home vs. abroad) were defined. Results show that the overall media reputation of MNCs is predominantly negative in Swiss and US media. However, reputation in US media is significantly more negative than in Swiss media. Independent of the media system reputation of MNCs in home media is more favorable than in abroad media.

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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:06 Faculty of Arts > Institute of Sociology
06 Faculty of Arts > Institute of Mass Communication and Media Research
06 Faculty of Arts > Institute for Research on the Public Sphere and Society
Dewey Decimal Classification:700 Arts
Uncontrolled Keywords:Media reputation; Societal context; International comparative design; Swiss media; US media; Financial industry; Pharmaceutical industry
Language:English
Date:2016
Deposited On:12 Jan 2017 15:06
Last Modified:12 Jan 2017 15:06
Publisher:Elsevier
ISSN:1424-4896
Publisher DOI:https://doi.org/10.1016/j.scoms.2016.03.001

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