Superficial Friends: A content analysis of newspaper coverage of nonprofits
Nonprofit and Voluntary Sector Quarterly, 36(3), 465- 486, September 2007
Matthew Hale, Ph.D. Department of Political Science and Public Affairs
Hundreds of empirical studies indicate that the media can tell us not only what to think about but what to think. It is therefore likely that media coverage of nonprofits may have profound effects on the public's perception of the voluntary sector. Unfortunately, there is little empirical research about media coverage of nonprofits and almost none that is framed by communication theories. This article uses two such theories, agenda setting and media framing, to explore how nonprofits are portrayed in the media.