Economic and Social Roles of Companies in the Mass Media
研究西班牙四大报纸对上市公司报道的可见性，发现大公司、声誉好且面向大众消费的企业更受关注，且媒体主要将其呈现为经济角色而非社会角色。
Businesses play an important social role in society that goes beyond their traditional economic role. The way in which these roles are carried out and communicated to the stakeholders can influence the company's corporate reputation. The first step in constructing a corporate reputation is corporate visibility. The mass media plays an important role in developing corporate visibility. Media visibility has a significant influence on public opinion and contributes strongly to forming companies' corporate reputation. The main aim of this article is to test the level of visibility of companies in the media as well as the attributes (economic and/or social) assigned to the companies. The author presents the results of the research done on the media visibility of companies belonging to the Spanish Stock Exchange in the four most important newspapers in Spain. Two basic results were obtained: Larger companies, with good reputations and oriented to mass consumption, have more visibility in newspapers, and companies are basically presented as economic and not social actors in society.