This article utilizes new institutional theory and its principle - coercive isomorphism - to examine explicit and implicit pressures exerted on news organizations by a regional government in Russia in 2009 and 2010. The study found that while empowering regional reporters by the myth of helping underprivileged citizens, the authorities divert the media from scrutinizing the government. The political officials outsource media relations to media themselves, turning them into public relations agents. This mission seems to homogenize the content of regional newspapers since the government becomes the main source of information.
- institutional theory