The placement of social messages in entertainment media: A study of social exchange theory.

摘要

The purpose of this thesis is to study the inter-organizational process through which social messages become embedded in entertainment programming content. Social Exchange Theory was used to create the conceptual framework for this study. In-depth interviews were conducted with high-ranking executives from government agencies, advocacy organizations, and the entertainment industry to study this process. Three primary processes were identified to explain issue placement: (1) serendipitous placements; (2) opportunistic placements; and (3) planned placements. The result of this study is a practical and theoretical examination of the relationships between entities rarely associated with one another, and a practice of which few are aware.