Intermedia Agenda Setting in Television,Advertising, and Blogs During the 2004 Election |
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| Authors: | Kaye D Sweetser Guy J Golan Wayne Wanta |
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| Institution: | 1. Grady College of Journalism &2. Mass Communication, University of Georgia;3. Florida International University;4. School of Journalism, University of Missouri |
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| Abstract: | This study examined whether the candidate-controlled public relations tools of political ads and candidate blogs were successful in influencing the issue and news agenda of the major television news networks during the 2004 presidential election. Data showed strong correlations between blogs and the media agenda. Advertisements did not correlate with the media agenda. Cross-lag analyses showed that the media set the candidates' agenda. The authors suggest intermedia agenda setting occurred as the media transferred their agenda to campaign blogs. |
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