Abstract

The study of reputation, applied to different objects (companies, territories, institutions…) has gained relevance in the last years, as it can be seen from the increasing volume of scientific papers dealing with the subject. This paper analyzes the corporate reputation of media enterprises (press, radio and television), providing for the first time an empirical evidence about the canonical values on which the media reputation depends. Likewise, the variables in which the values are disaggregated and which qualitatively and quantitatively define this dependency are analyzed. Thanks to the multivariate analysis of the results of a survey conducted in Spain among more than a hundred professionals and managers who work for a sample of media, it has been possible to establish that the journalistic or professional values account for approximately three quarters of their reputation and that the rest corresponds to the second of the canonical values of the media reputation: the business values.