Agenda Trending: Reciprocity and the Predictive Capacity of Social Network Sites in Intermedia Agenda Setting across Issues over Time
30 Pages Posted: 10 Jan 2013
Date Written: January 10, 2013
This study examines the transformation of agenda setting in the converged user/producer media environment by comparing the topical issue agendas of two traditional media outlets (NY Times and CNN) with the trending agendas of two social network sites (Facebook and Twitter). Time-series analyses identify the extent to which traditional media inform the agenda for social media as well as reciprocal agenda-setting effects of social media topics entering traditional media agendas. Findings illustrate core differences between certain traditional and social media agendas, but also situate within social media agenda trends that extend from media uses considered here. Additional results further suggest important topical and event-oriented limitations upon the predictive capacity of social network sites to shape traditional media agendas over time.
Keywords: intermedia agenda setting, focusing events, Granger causality, social media, public sentiment, election coverage
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