Abstract
A three-week constructed sample shows that few U.S. newspapers publish Quick Response (QR) codes on front pages and that many of the published codes were beyond newsroom control. Content analysis describes QR use by papers in the context of diffusion of innovation and niche-gratification theories and compares published “deep” links with randomly selected pages. Interviews with newspaper executives reveal institutional isomorphism reasons for QR adoption and the belief that QR has little widespread acceptance by readers or the industry.
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