ERIC Number: ED219828
Record Type: RIE
Publication Date: 1982-May
Reference Count: 0
Political Framing and Agenda Setting in the 1980 Presidential Campaign.
Williams, Wenmouth, Jr.; And Others
Recent research in agenda setting, dealing with the ways people perceive campaign issues dependent upon their coverage by the media has left unanswered the question of how context variables such as political framing--the context within which the media present a particular issue-affect the agenda setting process. A study was conducted to test the hypothesis that voters have agendas similar to media agendas of issues that receive a campaign frame or context when compared to agendas not receiving such a frame. Two sets of data were collected during the 1980 United States presidential campaign: media data from television newscasts and the local daily newspaper were analyzed and reduced to 12 categories, and audience agendas were solicited from 356 residents of central Illinois through telephone interviews. Demographic and interest variables included age, sex, and education. Results did show a strong correlation between audience and media agendas for issues receiving a campaign frame. In all conditions, television was most successful in setting audience agendas. Predictions for newspaper campaign agendas were supported for education, but not age. Women were more affected than men both by television and by newspapers. Post hoc analyses also produced correlations between media use and agenda setting, with television strongest late in the campaign. (JL)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Authoring Institution: Illinois State Univ., Normal. Graduate School.
Identifiers: Agenda Setting
Note: Paper presented at the Annual Meeting of the International Communication Association (Boston, MA, May 2-5, 1982).