ABSTRACT
What the mass media organization media routine and overall brand image will be, and how the organization will promote itself are philosophical decisions that can establish the reputation for the entire mass media organization. These decisions are often made at the highest levels of the corporation. Ownership establishes, or at the very least approves, the overall philosophy of the types of content the organization desires and will attempt to acquire. Ownership also makes the critical decisions about allocation of resources. It can be concluded that ownership is thus always affecting content decision making by dictating a fundamental philosophy and controlling the budget resources. This self-defining of the mass media organization itself helps limit the types of content possible. Although facilitating and simplifying content decisions, media routines do not dictate every decision. Even the gratifications and dependencies that can be attained are only formulated based on the medium and content that is available.
