ArticleAuthors: Seok Ho Lee (2016)
This study investigated how newspapers adopted partisan branding as a product differentiation strategy under pressure of intense market competition, through cases of conservative dailies in South Korea. Despite academic interest in news media’s partisanship, only a few studies attempted to conduct analysis at the organizational level. Drawing on the hierarchy of influences model as a main theoretical framework, the present study examined how partisanship of newspapers was related to the social and economic forces. Evidence demonstrated that conservative bias increased as market competition intensified. Conservative bias was positively associated with the ideological mood of the conserva... 
