Date of Award


Document Type

Master Thesis

Degree Name

Master of Arts (Research)


Media Communications

First Advisor

Emmett Coffey

Second Advisor

Frank O'Donovan


Digital media is a phenomenon that has affected many industries, particularly both print media and public relations. Communication is something is at the heart of both of these industries. In this thesis, communication theory is explored in a digital media and print newspaper context, in relation to these industries. It is explored how both industries are using similar techniques, and the merit of these approaches are investigated and discussed. Included in this are the value of new news outlets and new and old business models. Opinions on modem media relations are investigated and the weight of third- party endorsement is judged within these new online environments

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