Date of Award


Publication Type

Master Thesis

Degree Name



Communication Studies




Winter, Jim,




This paper takes a qualitative look at corporate interests---and influence---of the mainstream media. It studies management/labor viewpoints and their respective play in the news sheets. And it calls on academics and journalists to shed light on the issue, through literature and interviews. The conversations explore many camouflaged aspects of news production, such as newsroom policy, editor manipulation, reporter self-censorship, personal perspectives, and practical limitations. They touch on trends, budgets, newspaper goals, monopolies, advertisers, readers, journalists, and asks for opinions on what system---past, present or imagined---represents the ideal. No pretences are made to disguise the respondent group as a random, representative sample, for it is not. This project provides anecdotal information from a behind-the-scenes perspective. The first chapter comprises a literature review; the second probes management-labor media coverage; the third focuses on advocacy advertising, using recent anti-Bill 40 (Ontario labor-law reform) ads as a case study, and dissects the issue through interviews with journalists; the fourth asks journalists for their thoughts on possible corporate influence in general. And the final chapter comprises conclusions and suggestions for improving our mass media system in order to promote democracy. Source: Masters Abstracts International, Volume: 39-02, page: 0310. Adviser: Jim Winter. Thesis (M.A.)--University of Windsor (Canada), 1995.