Interpreting the Embedded Media Experience: A Qualitative Study of Military-Media Relations During the War in Iraq

摘要

The purpose of this qualitative study was to examine how the U.S. Department of Defense's embedded media policy affected relations between the U. S. military and the American media during the War in Iraq. Based on 13 in-depth interviews, four main themes of trust, understanding, access, and exchange emerged from the data, drawing several theoretical connections to the relationship theory of public relations. Additionally, the media representatives in this study collectively identified and labeled some of the same key elements that public relations scholars have been using to define, measure, and maintain organization-public relationships over the past several years.