First Level Agenda-Setting: A Study of Press vs. Public Opinion in Kenya

Abstract

The present research examines media agenda setting effects in a Kenyan context in 2013 and 2014. Specifically, focusing on the first level of agenda setting, the study investigates whether two national daily newspapers influenced public opinion on six issues of national importance: corruption, devolution, economic crisis, insecurity, poverty, and unemployment. Moreover, the study examines whether the newspapers’ agendas are related in connection to the coverage of the six issues. Findings indicate that the two newspapers had little influence on the opinion of the Kenyan public regarding the six issues. This is based on a low correlation of +.30 between the two newspapers’ agendas and the public agenda. However, the agendas of the two publications were strikingly similar—yielding a perfect correlation of + 1. This means in their news coverage, the newspapers gave similar weight to the six issues.

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