September 27, 2010
Apple The Most Covered Technology Company By Media
According to a Pew study released on Monday, Apple attracts more coverage from the mainstream U.S. media than any other U.S. technology company -- and most of it is positive.
The study said that Google is the next most-covered company followed by Twitter, Facebook and Microsoft.
Pew examined technology stories between June 2009 and June 2010 in 52 news outlets, including 11 newspapers, three cable television and three network news channels, 12 websites and 10 radio programs.
Fifteen percent of technology stories during the period involved Apple, while 11 percent were about Google.
The study found that Twitter was next with seven percent followed by Facebook with five percent and Microsoft with three percent.
"After being arguably the most important technology company, even as recently as five years ago... Microsoft has, at least for now, fallen off the mainstream media's radar," the study's authors said.
The study found that over 40 percent of the stories about Apple suggested that its products are innovative and superior in quality, while 17 percent suggested its products were overhyped.
According to the study, coverage of Google was also largely positive, with 20 percent of stories portraying its products as innovative and 25 percent saying good things about Google's help in navigating the Web.
Nineteen percent of the stories about Google suggested the company has too much information and too much power.
The study said that the mainstream media coverage of technology was primarily upbeat, focusing on the benefits it brings to society by making life easier and more productive.
However, stories about privacy fears, child predators, shrinking attention spans and the dangers of texting while driving were also prevalent.
The study said that positive themes about technology narrowly outweighed negative ones.
The study found that the most prominent storyline was about texting while driving, with nearly one in 10 technology stories dealing with the subject.
Technology stories made up less than 1.6 percent of total mainstream media coverage, ranking 20th out of 26 identified topics.
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