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Potential of on-line content to affect the news agenda of the off-line media: new prospects for PR <ul><li>Lang and Lang (1983) argue that – given all the intervening variables – the agenda setting hypothesis needs to be expanded into the concept of agenda building , as a collective process in which different actors (such as government, media, public and other) influence one another in determining what issues are considered to be important. </li></ul><ul><li>Two concepts that might be applied. The first concept comes to be known as Intermedia agenda setting (Danielian and Reese, 1989) and the second one as the concept of E arly recognizers (Brosius and Weinman, 1996). </li></ul><ul><li>The role of intermediators has been originally attributed to elite media, such as the New York Times . Yet, with the emergence of the new media there is a possibility for news web sites to acquire the intermediately role and involuntarily or voluntarily “direct” the content of the mainstream media. So far the researches have been predominantly focused on the way print media affect television reporting. Yet, on-line news site with its technological characteristics (first-mover advantage, speed, continuous feed from multiple sources etc.) seem to increasingly acquire this role. </li></ul><ul><li>The concept of early recognizers is based on a premise that certain individuals recognize an issue early in the stages of its developments. Given a harsh market competition and continuous proliferation of media outlets, news sites have a strong incentive to act as early recognizers. </li></ul>
THE VALUE EQUATION IS CHANGING Content = Attention Content, tools, services = Attention, participation, interaction, content http://www.flickr.com/photos/wespionage/