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The InternetThe Internet
A New FrontierA New Frontier
for Agenda-Settingfor Agenda-Setting
EffectsEffects
Agenda-SettingAgenda-Setting
EffectsEffects
1968 – Chapel Hill1968 – Chapel Hill
MEDIA AGENDAMEDIA AGENDA PUBLICPUBLIC
AGE...
Constraints onConstraints on
Agenda-Setting EffectsAgenda-Setting Effects
1972 Presidential Election1972 Presidential Elec...
A 2A 2 LevelLevel
of Agenda-Settingof Agenda-Setting
EffectsEffects
1976 Presidential Election1976 Presidential Election
M...
““Taking it from the top”Taking it from the top”
Two contemporary trends –Two contemporary trends –
• Continued expansion ...
Five AspectsFive Aspects
of Agenda-Settingof Agenda-Setting
• Basic agenda-setting effectsBasic agenda-setting effects
• C...
Five AspectsFive Aspects
of Agenda-Settingof Agenda-Setting
• Origins of the media agendaOrigins of the media agenda
• Con...
Testing a Prediction:Testing a Prediction:
The end of agenda-setting andThe end of agenda-setting and
social consensussoci...
Wide access to the internetWide access to the internet
• A growing audience for the internetA growing audience for the int...
Use of internet sourcesUse of internet sources
• Similar to the pattern for cable TV, a fewSimilar to the pattern for cabl...
Use of internet sourcesUse of internet sources
““And the internet is a fine thing for policyAnd the internet is a fine thi...
Diversity of internet newsDiversity of internet news
CHAPEL HILL, 1968CHAPEL HILL, 1968
5 newspapers & 2 TV networks5 news...
““Taking it from the top”Taking it from the top”
• Continued exploration ofContinued exploration of
a new setting, the int...
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  1. 1. The InternetThe Internet A New FrontierA New Frontier for Agenda-Settingfor Agenda-Setting EffectsEffects
  2. 2. Agenda-SettingAgenda-Setting EffectsEffects 1968 – Chapel Hill1968 – Chapel Hill MEDIA AGENDAMEDIA AGENDA PUBLICPUBLIC AGENDAAGENDA ProminenceProminence  PerceptionPerception in the news ofin the news of
  3. 3. Constraints onConstraints on Agenda-Setting EffectsAgenda-Setting Effects 1972 Presidential Election1972 Presidential Election MEDIA AGENDAMEDIA AGENDAPUBLICPUBLIC AGENDAAGENDA Transfer of salienceTransfer of salience Limited by Need for OrientationLimited by Need for Orientation
  4. 4. A 2A 2 LevelLevel of Agenda-Settingof Agenda-Setting EffectsEffects 1976 Presidential Election1976 Presidential Election MEDIA AGENDAMEDIA AGENDAPUBLICPUBLIC AGENDAAGENDA Transfer of OBJECT salienceTransfer of OBJECT salience Transfer of ATTRIBUTE salienceTransfer of ATTRIBUTE salience
  5. 5. ““Taking it from the top”Taking it from the top” Two contemporary trends –Two contemporary trends – • Continued expansion intoContinued expansion into new settingsnew settings • Return to basicsReturn to basics
  6. 6. Five AspectsFive Aspects of Agenda-Settingof Agenda-Setting • Basic agenda-setting effectsBasic agenda-setting effects • Contingent conditions forContingent conditions for effectseffects • Attribute agenda-settingAttribute agenda-setting effectseffects
  7. 7. Five AspectsFive Aspects of Agenda-Settingof Agenda-Setting • Origins of the media agendaOrigins of the media agenda • Consequences of agenda-settingConsequences of agenda-setting effectseffects
  8. 8. Testing a Prediction:Testing a Prediction: The end of agenda-setting andThe end of agenda-setting and social consensussocial consensus Three assumptions --Three assumptions -- • Wide access to the internetWide access to the internet • Use of many internet sourcesUse of many internet sources • Diverse agendas among these internetDiverse agendas among these internet sourcessources
  9. 9. Wide access to the internetWide access to the internet • A growing audience for the internetA growing audience for the internet • Concentrated among the betterConcentrated among the better educated, young and more affluenteducated, young and more affluent • The digital divide between the have’sThe digital divide between the have’s and have not’sand have not’s
  10. 10. Use of internet sourcesUse of internet sources • Similar to the pattern for cable TV, a fewSimilar to the pattern for cable TV, a few sources dominate online newssources dominate online news • The five largest U.S. newspapers have 21.5%The five largest U.S. newspapers have 21.5% of the circulation of the top 100 print dailies.of the circulation of the top 100 print dailies. • The top five U.S. newspaper websitesThe top five U.S. newspaper websites account for 41.4% of the links found on theaccount for 41.4% of the links found on the internet to the top 100 newspapers.internet to the top 100 newspapers.
  11. 11. Use of internet sourcesUse of internet sources ““And the internet is a fine thing for policyAnd the internet is a fine thing for policy wonks and news junkies – anyone can nowwonks and news junkies – anyone can now read Canadian and British news- papers, orread Canadian and British news- papers, or download policy analyses from think tanks.download policy analyses from think tanks. But most people have neither the time norBut most people have neither the time nor the inclination. Realistically, the Net doesthe inclination. Realistically, the Net does little to reduce the influence of the big fivelittle to reduce the influence of the big five sources.”sources.” Paul Krugman,Paul Krugman, New York TimesNew York Times
  12. 12. Diversity of internet newsDiversity of internet news CHAPEL HILL, 1968CHAPEL HILL, 1968 5 newspapers & 2 TV networks5 newspapers & 2 TV networks Median r = +.81Median r = +.81 INTERNETINTERNET New York Times & Washington Post onlineNew York Times & Washington Post online CNN & MSMBC / Yahoo News & Google NewsCNN & MSMBC / Yahoo News & Google News Median r = +.68 HomepagesMedian r = +.68 Homepages +.78 Top three+.78 Top three storiesstories
  13. 13. ““Taking it from the top”Taking it from the top” • Continued exploration ofContinued exploration of a new setting, the interneta new setting, the internet • Return to basicsReturn to basics

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