Intermedia Attribute Agenda Setting in the Context of Issue-Focused Media Events

Minjie Li

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Media Studies and Communication Journalism and Media Studies LGBTQ Health, Identity, and Policy

Abstract

On April 24, 2015, Olympic gold medalist Caitlyn Jenner confirmed her transgender identity on the 20/20 Special: Bruce Jenner—The Interview with Diane Sawyer and started her own reality show, I am Cait. This study identifies patterns of second-level intermedia agenda setting in the framing of transgender issues, examining the extent to which Jenner’s high-profile planned media events about her gender transition influence how national print newspapers and television report transgender-related stories and the salience of certain story attributes. More specifically, through a comparative quantitative content analysis, this study found that transgender-related reports appearing after Jenner’s interview were more likely to (1) mention alternative non-binary gender discourses to highlight transgender subjectivity, (2) take the intersectionality perspective to address the complexity of transgender issues from the aspects of race, class, and sexuality differences, (3) differentiate transgender issues from LGB (lesbian, gay, and bisexual) issues, and (4) take in-depth approaches to report the stories.

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References

1972The Agenda-Setting Function of Mass Media 2005Hegemonic Masculinity 1987Doing Gender 1999Framing as a Theory of Media Effects 2005Setting the agenda: the mass media and public opinion 2004Gender As a Social Structure 2007Recovering the feminine other: masculinity, femininity, and gender hegemony 1994My Words to Victor Frankenstein Above the Village of Chamounix: Performing Transgender Rage

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2020The Synergistic Effects of Solutions Journalism and Corporate Social Responsibility Advertising 2019(Mis)matching: Journalistic uses of gender pronouns and names can influence implicit attitudes toward transgender people, perceived news content credibility, and perceived reporter professionalism

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