Business Perspective Businesses believe that journalists are more liberal than business people. The media is a business . Man bites dog sells. The unusual is what sells. Journalism is a profession .
Journalism is a fourth estate .
This perspective is more logical in Professor Cochran's opinion. Ninety percent of the businesses we work for will be Ethical Companies, but the media reports on the out of the ordinary business stories - not the norm. Activists Uses of Media Political Entrepreneurship , which is a way of engaging in Media manipulation. The orchestration of Newsworth Events , for example the Alar example. Alar is a pesticide that shows up to some degree in all fruits.