Candidate and Media Agenda Setting in the 2005 Virginia Gubernatorial Election

Abstract

This study examines relationships among candidate and media agendas during the 2005 Virginia gubernatorial election. Candidate press releases and newspaper articles about the election were analyzed using the computer program VBPro. High agenda correlations indicated that the 2 major-party candidates, Democrat Tim Kaine and Republican Jerry Kilgore, and the 4 major newspapers serving the state discussed similar issues during the campaign. Cross-lagged correlations indicated both candidates' agendas shared reciprocal relationships with the agendas of 2 papers, whereas the candidates set the agendas of 2 others. Intermedia agenda-setting effects were also observed. The candidates' agendas influenced each other during the campaign's hot phase, although post hoc analysis indicated that Kilgore earlier set Kaine's agenda. Implications for future agenda-setting research are discussed.

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