When ideology meets bottom line: analysis on market competition and ideological bias in newspapers

Abstract

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 conservative group, and the revenue decreased as conservative newspapers carried stronger conservative bias. These results will add insight into the prevalence of partisanship in today’s media environment.