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This study compares rational-choice economics approaches with institutional theory in assessing the ways news organizations respond to uncertainty. Rational-choice approaches suggest newsroom managers facing uncertainty will pursue “tight coupling” by monitoring audiences and collaborating with the newspaper's business side, while institutionalism suggests uncertainty will lead organizations to buffer themselves from their market environments and to mimic other news organizations. Findings from a national survey of editors and a content analysis of interactive features from newspaper Web sites reveal both institutional-ist and rational-choice tendencies. News managers are monitoring audiences, but monitoring is not strongly affecting decisions about content and online features.
Lowrey et al. (Mon,) studied this question.