A study of public opinion relative to organizations: reviewing representation of local media and nonprofit organizations
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[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] A case study reviewing a local media, its publication and presentation about a nonprofit organization and the similarly-named physical neighborhood it represents. This research evaluates the media by using a content analysis method to determine the origin of a common public opinion. The analysis evaluates word interpretation, event coverage and tone to determine a change of representation over a ten-year period. The research found that positive word usage increased, positive tone decreased and positive event coverage increased over the decade period studied. The research suggests ways for nonprofits to improve public opinion and increase publicity.
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