Las actitudes profesionales de los periodistas británicos. Un caso de agenda simbólica: Sky News en la campaña electoral de 1997

Abstract

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This newsroom study of Sky News suggests that its decision to go for highly intensive, un-Americanized coverage of the 1997 general election was determined less by hopes of immediate commercial payoff than by a desire for self-respect and for the attention of politicians and fellow broadcasters. Sky hoped to become the channel of record for party professionals, partly in the hope that this would assist it in the increasing market for 24-hour news. It was also preoccupied with beating the competition from other broadcasters. Both these aims helped to boost the self-image of Sky staff as major media players, but also ensured that they continued to adhere to conventional notions of public service broadcasting.