LEVELS OF ANALYSIS IN MASS MEDIA DECISION MAKING

Abstract

The article proposes a taxonomy consisting of nine levels of analysis and two forms of influence which operate within and between levels. Together with a multilevel research strategy, the taxonomy and the types of influence form a framework for the analysis of complex media decision systems. Data from a national sample of reporters are used to illustrate the multilevel research strategy. The results indicate that experience and the industry in which the reporter works explain more variance in autonomy than organization size.