Old and New Dynamics of Agenda Building in a Hybrid Media System

Abstract

This chapter focuses on the dynamics of agenda building processes from a theoretical point of view and ask whether and how they are changing due to online communication. It deals with the classical model of agenda building as a baseline and discuss the sequence of processes through which issues move onto the political agenda. The chapter highlight crucial aspects of the new dynamics of agenda building in that we introduce online communication to the model. It discusses on the interplay of old and new dynamics of agenda building under the conditions of the "hybrid media system" that emerges through the integration of traditional mass media communication and new digital venues for political communication. The "new dynamics" of online communication venues and practices augment the "old dynamics" of agenda building and make it necessary to focus on the interface between the media agenda and the political agenda and the relations between traditional media and online communication.

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