Exploring New Frontiers of Agenda Building During the 2012 US Presidential Election Pre-Convention Period

Abstract

Grounded in an agenda-building theoretical perspective, this study explored in depth the relationships between political campaign information subsidies and elite national news media coverage. Specifically, this investigation examined three levels of agenda-building linkages (object, attribute, and network connections) simultaneously during the 2012 US Presidential Election pre-convention period between Barack Obama (Democrat) and Mitt Romney (Republican). A total of 2655 campaign information subsidies and 345 news stories were content analyzed. The results suggest solid support for all three levels of agenda building. Our findings indicate the strongest linkages were at the third level for stakeholder network associations and at the second level for substantive issue frames. Campaign blog posts, press releases, and issue platforms were the most effective agenda-building tools at this phase of the election campaign. The theoretical, methodological, and practical implications of these findings are discussed.

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