A new research study published in Journalism & Mass Communication Quarterly examines general and robust constructs of news media brand personality that are applicable across multiple news media outlets, including broadcast and cable news networks, national and local newspaper, and news magazines.

Through a series of rigorous exploratory and confirmatory factor analysis procedures with the final set of 48 personality traits, the authors show that that news media brand personality is composed of five dimensions: Trustworthiness, Dynamism, Sincerity, Sophistication, and Toughness.

One of the significant contributions of this study is to provide news media companies a reliable and valid method to assess their brand personality. [Read more...]