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ERIC Number: ED120797
Record Type: Non-Journal
Publication Date: 1975-Dec
Pages: 39
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: N/A
Measuring the Cumulative Agenda-Setting Influence of the Mass Media.
McCombs, Maxwell E.; And Others
Analysis indicates that the appropriate time lag between cause and effect--between presentation of a press agenda and learning of issue saliences--is from two to six months, with a four-month lag being generally acceptable for newspaper agenda-setting. A shorter lag appears more appropriate for television agenda-setting. Within the framework of agenda-setting research, this paper demonstrates the need for more precise theorizing, methodologies, and identifying of causal relationships in nonexperimental settings. Cross-lagged correlation is illustrated as one technique for empirically identifying the appropriate time lag and aiding in the development of agenda-setting theory. It is concluded that further research should focus on specifying the causal process suggested in the agenda-setting theory of media effects, as well as on developing new methods for measuring and relating media and public issue agendas. (RB)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A