Agenda Setting and Issue Salience Online

Marilyn S. Roberts · Wayne Wanta · Tzong‐Horng Dzwo

320 citations0/0 files storedCommunication Research

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Media Studies and Communication Social Media and Politics Media Influence and Politics

Abstract

This study examined the agenda-setting process and the role it may play on the Internet, specifically in electronic bulletin boards (EBB). Online media coverage of four issues from five news media were downloaded during the 1996 fall political campaign. The frequency of EBB discussions of each issue served as the surrogate for the public agenda. An ARIMA model cross-correlational test showed EBB discussions of three issues—immigration, health care, and taxes—correlated with news media coverage, with time lags varying from 1 day to 7 days. Only for abortion did the media have no apparent agenda-setting effect. Media coverage apparently can provide individuals with information they can use in their EBB specific-issue discussions.

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1972The Agenda-Setting Function of Mass Media 2000The Microscope and the Moving Target: The Challenge of Applying Content Analysis to the World Wide Web 1980Front-Page News and Real-World Cues: A New Look at Agenda-Setting by the Media 2013Communication and Democracy

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