Abstract
This study examines media reputation—the representation of a person or organization in the media—from the standpoint of complex systems. It analyzes news releases and print media coverage about Martha Stewart from 1982 through 2007 using computer-assisted semantic network analysis. The study concludes that Stewart's media reputation showed characteristics of a complex system, including the gradual emergence of patterns of representation, the buildup of internal dissonance, a crisis point followed by the emergence of new patterns, and resistance to outside influences. These characteristics constrain efforts to shape reputation but can also provide warnings about a changing reputation long before it becomes obvious in media coverage.
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