Issue Competition and Attention Distraction: A Zero-Sum Theory of Agenda-Setting

Abstract

Classic agenda-setting studies implied a zero-sum process, in which issues compete for media and public attention. Recent time series analyses on single issues have disregarded this central assumption. Evidence from a variety of sources was cited to illustrate that agenda-setting is a zero-sum game, due to the limited carrying capacity of the public agenda. A mathematical model was proposed to incorporate the strengths of both the classic approach and the time series technique. The model was tested with data on three recent issues. Results reveal both mutual competition and one-way attraction among issues.

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