How market orientation and ethics affected coverage of marijuana legalization

Abstract

This textual analysis compares news coverage of Colorado Amendment 64, the 2012 ballot measure legalizing the use and sale of medical and recreational marijuana statewide. It examines coverage from a strongly market-oriented legacy organization, the Denver Post , and the weakly market-oriented digitally native news nonprofit, the Colorado Independent . Organizations differed in storytelling techniques, source utilization, and coverage of the social and economic impacts of marijuana legalization. This article discusses how the findings could be the result of market orientation and ethical application through the theoretical lenses of market theory for news production and Ross’s duty-based ethics.

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