International Encyclopedia of Communication Online

Extract

The term “editorial” in the mass media refers to a format designed to express the outlet's or a particular author's commentary or political position most openly and legitimately. In editorials the different media outlets establish a particular ideological profile that distinguishes them from their competitors and binds to them certain segments of the audience. Editorials must be seen in contrast to news reporting, which insists on being factual, objective, and impartial, thereby reflecting the world by describing it (→  news ; Objectivity in Reporting ). The purpose of editorials is related to the more persuasive and evaluative functions of media performance. The newspaper, radio, or television program here seeks to express its distinctive view on issues of public concern, aiming to advise, evaluate, commend, rebuke, and imagine the world as it wishes it to be. The significance of editorials is twofold. First, editorials serve as a figurehead that defines the political identity and values of the outlet, thereby signaling whether it would support either liberal or conservative positions. Through editorials, the media publicly express opinions and make use of their right to present themselves as autonomous actors in public and political debate ( Page 1996 ; →  Media as Political Actors ). Second, editorials, and particularly the editorials of a nation's agenda-setting media, are ... log in or subscribe to read full text