Taking Online Search Queries as an Indicator of the Public Agenda

Marcus Maurer · Thomas Holbach

32 citations0/0 files storedJournalism & Mass Communication Quarterly

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Media Studies and Communication Public Relations and Crisis Communication Information Retrieval and Search Behavior

Abstract

Recently, several studies suggested that the amount of online search queries can be used as an indicator of the public agenda. Based on former research by the authors, this article discusses the role of public uncertainty as another factor influencing search queries. Therefore, the influence of media coverage on Wikipedia searches concerning two issues is compared: one issue with uncertainty (the Enterohaemorrhagic Escherichia coli [EHEC] epidemic), and one without uncertainty (unemployment). Analyses show much stronger correlations in the case of EHEC, which suggests that online search behavior may especially be used as an indicator of the public agenda in case public uncertainty exists.

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References

1972The Agenda-Setting Function of Mass Media 2001Communication and Uncertainty Management 1982Variants of uncertainty 2006Mass Media Effects Research : Advances Through Meta-Analysis 1973The Issues of the Sixties: An Exploratory Study in the Dynamics of Public Opinion 1973New models for mass communication research 2014Setting the agenda: the mass media and public opinion 2002Agenda Setting and Issue Salience Online

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