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Proceedings of the Annual Meeting of the Association for Education in Journalism and Mass Communication (86Th, Kansas DOCUMENT RESUME ED 481 272 CS 512 497 TITLE Proceedings of the Annual Meeting of the Association for Education in Journalism and Mass Communication (86th, Kansas City, Missouri, July 30-August 2, 2003) . Media Management & Economics Division. PUB DATE 2003-07-00 NOTE 314p.; For other sections of these proceedings, see CS 512 480-498. PUB TYPE Collected Works Proceedings (021) Reports Research (143) EDRS PRICE EDRS Price MF01/PC13 Plus Postage. DESCRIPTORS *Administration; Administrator Behavior; Curriculum Development; *Economics; Foreign Countries; Higher Education; *Journalism Education; *Mass Media; *Newspapers; Programming (Broadcast); Supervisors; *Television IDENTIFIERS Cellular Telephones; Digital Technology; Financial Reports; Television News ABSTRACT The Media Management & Economics Division of the proceedings contains the following 11 papers: "Supervisor Leadership Behavior's Effect on Television Newsworker Professionalism" (Natalie Corey); "Applying the Structure-Conduct-Performance Framework in the Media Industry Analysis" (W. Wayne Fu); "The Bigger, the Better? Measuring the Financial Performance of Media Firms" (Jaemin Jung); "Effects of Culture on Cellular Telephone Adoption: The Case of Taiwan" (Kenneth C.C. Yang); "Has Lead-In Lost Its Punch?: A Comparison of Prime Time Ratings Inheritance Effects Between 1992 and 2002" (Walter S. McDowell and Steven J. Dick); "Strange Bedfellows: The Diffusion of Convergence in Four News Organizations" (Jane B. Singer); "Audience Concentration in the Media: Cross-Media Comparisons and the Introduction of the Uncertainty Measure" (Jungsu Yim); "A 20th Century Phenomenon: Employee-Owned Dailies Rare, and 71% Fail" (Fred Fedler); "Teaching Media Management in the 21st Century: What Curricula Is Needed?" (Kenneth D. Loomis. and Alan B. Albarran); "An Examination of How Horizontal Integration of Daily Newspapers Affects Prices and Competition" (Hugh J. Martin); and "How U.S. Television Stations Are Responding to Digital Conversion" (Brad Schultz) . (RS) Reproductions supplied by EDRS are the best that can be made from the original document. Proceedings of the Annual Meeting of the Association for Education in Journalism and Mass Communication 86th, Kansas City, MO July 30-August 2, 2003 Media Management & Economics Division 00 7r. Supervisor Leadership Behavior's Effect on Television Newsworker Professionalism...Natalie Corey Applying the Structure-Conduct-Performance Framework in the Media Industry Analysis...W. Wayne Fu The Bigger, the Better? Measuring the Financial Performance of Media Firms Effects of Culture on Cellular Telephone Adoption: The Case of Taiwan...Kenneth C. C. Yang Has Lead-in Lost Its Punch? A Comparison of Prime Time Ratings Inheritance Effects Between 1992 and 2002...Walter S. McDowell, Steven J. Dick Strange Bedfellows: The Diffusion of Convergence in Four News Organizations...Jane B. Singer Audience Concentrationin the Media: Cross-Media Comparisons and the Introduction of the Uncertainty Measure...Jungsu Yim A 20" Century Phenomenon, Employee-Owned Dailies, Rare, and 71% Fail...Fred Fed ler Teaching Management in the 21st Century: What Curricula is Needed?...Kenneth D. Loomis, Alan B. Albarran An Examination of How Horizontal Integration of Daily Newspapers Affects Prices and Competition...Hugh J. Martin How U.S. Television Stations are Responding to Digital Conversion...Brad Schultz PERMISSION TO REPRODUCEAND EDUCATION U.S. DEPARTMENT OF Improvement DISSEMINATE THIS MATERIALHAS Office of Educational Research and BEEN GRANTED BY EDUCATIONAL RESOURCESINFORMATION CENTER (ERIC) O This document has beenreproduced as received from the person ororganization originating it. 1177k-C77 O Minor changes have beenmade to improve reproduction quality. TO THE EDUCATIONAL RESOURCES INFORMATION CENTER(ERIC) Points of view or opinionsstated in this 1 document do not necessarilyrepresent official OERI position or policy. 2 EST COPYAVAILABLE SUPERVISOR LEADERSHIP BEHAVIOR'S EFFECT ON TV NEWSWORKER PROFESSIONALISM SUPERVISOR LEADERSHIP BEHAVIOR'S EFFECT ON TELEVISION NEWSWORKER PROFESSIONALISM Submitted for: AEJMC 2003 ConventionCall for Papers Media Management & Economics Division Submitted by: Natalie Corey Graduate Student Southern Methodist University 820 Riverchase Pkwy West Hoover, AL 35244 (205) 985-7871 [email protected] Advisor - Prof. Ray Carroll [email protected] SUPERVISOR LEADERSHIP BEHAVIOR'S EFFECT ON TV NEWSWORKER PROFESSIONALISM Corey, Natalie B.A. University of Alabama, 1992 Supervisor Leadership Behavior's Effect on Television Newsworker Professionalism Advisor: Professor Ray Carroll, Ph.D. Master of Arts, Southern Methodist University to be conferred August 2003 ABSTRACT The effect of supervisors' leadership behaviors on television newsworker professionalism is examined. McLeod & Hawley's (1964) professionalism index and the Path-Goal leadership theory are used as a framework for this study. Professionally oriented newsworkers were found to be positively related to relationship-oriented leadership behaviors. A positive correlation between the professionals and the task-oriented leadership behaviors was also found. Findings suggest that effective supervisors exhibit both relationship- and task-oriented leadership behaviors in retaining professionally oriented employees. 4 SUPERVISOR LEADERSHIP BEHAVIOR'S EFFECT ON TV NEWSWORKER PROFESSIONALISM SUPERVISOR LEADERSHIP BEHAVIOR'S EFFECT ON TELEVISION NEWSWORKER PROFESSIONALISM This study investigates the influence of supervisor leadership behavior on employee professionalism in television news organizations. A high level of professionalism is important to a television news organization, as it will aid in the effective execution of the organization's goals. The perception of a "professional" news organization is important in gaining the public's trust and acceptance (McLeod & Hawley, 1964). Moreover, a professionally oriented newsroom can better serve the mass media audience (Hodges, 1986). Leaders within news organizations must develop their management style to promote professionalism.Thus, an understanding of effective leadership behaviors and their effect on professionalism will benefit the overall success of television news organizations. Professionalism A profession refers to an occupation with special characteristics that set it apart from a trade or business. Professional occupations are afforded a higher social status (Hodges, 1986). Pound (1953) claimed that for an occupation to be classified as professional it requires specialized learning, it must be an occupation in which things are practiced (i.e. things are done as an art), and it must operate in the spirit of public service. There is an ongoing controversy over whether journalism is a true profession or merely a craft. McLeod and Hawley (1964) believe that journalism is partly professionalized but lacks some important ingredients of a true profession.They developed a measure of professional orientation for journalistsa professional orientation index. Using an anonymous questionnaire, McLeod & Hawley (1964) surveyed newspaper editorial employees. Summing across the 12 1 4 SUPERVISOR LEADERSHIP BEHAVIOR'S EFFECT ON TV NEWSWORKER PROFESSIONALISM professional questions on the survey and then subtracting the total of the 12 non-professional questions calculated each employee's professional orientation score.McLeod and Hawley concluded some newsworkers are more or less professionalized than others. McLeod and Hawley's measure of professionalism has been used by other researchers to explore relationships between professionalism levels and a range of demographic and attitudinal variables within television news journalists.Examples of such studies include Weinthal & O'Keefe's (1974) analysis of professionalism among broadcast journalists in Denver, Idsvoog & Hoyt's (1977) research of professionalism and job satisfaction at Wisconsin network affiliated television stations, Wright's (1976) study of Canadian broadcast journalists, and Henningham's (1984) research comparing Australian and U.S. broadcast journalists. Professionalism within a television news organization is generally seen as an asset. Within their study, McLeod and Hawley (1964) suggested that in defining a job, a professional person should place heavy emphasis on service, intellectual activity, autonomy, and influence. They defined professional journalists as those who are generally more concerned with ethical standards, more educated, more critical of their own employer, more independent on the job, less likely to take a non-journalism job, and less concerned about money and prestige. A staff of professionally oriented journalists inherently benefits the news organization and the goals of the station. Hohenberg (1973) claimed that professional journalists perform a unique and essential service to society, because they believe strongly in ethical practices such as protecting sources, and they subscribe to occupational norms such as objectivity. Isdvoog and Hoyt (1977) concluded that television journalists with a high level of professionalism performed more skillfully than those with low professionalism. Similarly, Coldwell (1974) found that the presenceof moreprofessionallyorientednewspaperphotographersledtohigher 2 , SUPERVISOR LEADERSHIP BEHAVIOR'S EFFECT ON TV NEWSWORKER PROFESSIONALISM photojournalistic quality.Moreover, Guensburg (1999) concluded that industry experts see professionalism as the most important decision-making factor in ensuring that television news coverage
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