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Comparing Media Effects on Perceived Issue Salience across Different Media Channels and Media Types
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Comparing Media Effects on Perceived Issue Salience across
Different Media Channels and Media Types
By
Jesper Strömbäck, Ph.D.
Professor in Media and Communication
Mid Sweden University
&
Spiro Kiousis, Ph.D, APR
Associate Professor and Chair
Department of Public Relations
University of Florida
Abstract
Although agenda-setting research is one of the most widely investigated theories in mass communication, it is still not clear whether newspapers or television are more powerful in terms of salience transfer from the media to the public. In addition, most agenda-setting studies are content- rather than attention-based, and use cross-sectional rather than panel data. Against this backdrop, the purpose of this study is to compare the predictive power of overall political news consumption, as well as media-specific news consumption, on perceived issue salience across different media channels and media types in the context of the 2006 Swedish parliamentary election. Findings suggest that overall consumption of political news is significantly more important than consumption of specific media outlets in predicting changes in issue salience, though there are exceptions. Although the study demonstrates that the Swedish news media collectively can exert considerable agenda-setting influence over their audiences, it could however not find any consistent evidence of differences related to media channels or media types. The reasons for and implications of the results are discussed.
Paper presented to the Mass Communication and Society Division for the annual Association for Education in Journalism and Mass Communication convention in Chicago, Illinois, to be held on
August 6-9, 2008
Author Biographies: Spiro Kiousis (Ph.D., University of Texas at Austin) is an associate professor and chair of the Department of Public Relations at the University of Florida. Jesper Strömbäck (Ph.D., Stockholm University, Sweden) is Lubbe Nordström Professor and Chair in Journalism, as well as Professor in Media and Communication, at Mid Sweden University, Sundsvall, Sweden. Please send correspondence concerning this manuscript to: Spiro Kiousis, Ph.D., APR, Associate Professor and Chair, 2087 Weimer Hall, Department of Public Relations, College of Journalism and Communications, University of Florida, P.O. Box 118400, Gainesville, FL 32611-8400, Tel: (352) 273-1220, Fax: (352) 273-1227, ## email not listed ##.
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| | Authors: Stromback, Jesper. and Kiousis, Spiro. |
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Comparing Media Effects on Perceived Issue Salience across
Different Media Channels and Media Types
By
Jesper Strömbäck, Ph.D.
Professor in Media and Communication
Mid Sweden University
&
Spiro Kiousis, Ph.D, APR
Associate Professor and Chair
Department of Public Relations
University of Florida
Abstract
Although agenda-setting research is one of the most widely investigated theories in mass
communication, it is still not clear whether newspapers or television are more powerful in terms
of salience transfer from the media to the public. In addition, most agenda-setting studies are
content- rather than attention-based, and use cross-sectional rather than panel data. Against this
backdrop, the purpose of this study is to compare the predictive power of overall political news
consumption, as well as media-specific news consumption, on perceived issue salience across
different media channels and media types in the context of the 2006 Swedish parliamentary
election. Findings suggest that overall consumption of political news is significantly more
important than consumption of specific media outlets in predicting changes in issue salience,
though there are exceptions. Although the study demonstrates that the Swedish news media
collectively can exert considerable agenda-setting influence over their audiences, it could
however not find any consistent evidence of differences related to media channels or media types.
The reasons for and implications of the results are discussed.
Paper presented to the Mass Communication and Society Division for the annual Association for
Education in Journalism and Mass Communication convention in Chicago, Illinois, to be held on
August 6-9, 2008
Author Biographies:
Spiro Kiousis (Ph.D., University of Texas at Austin) is an associate professor and chair of the
Department of Public Relations at the University of Florida. Jesper Strömbäck (Ph.D., Stockholm
University, Sweden) is Lubbe Nordström Professor and Chair in Journalism, as well as Professor
in Media and Communication, at Mid Sweden University, Sundsvall, Sweden. Please send
correspondence concerning this manuscript to: Spiro Kiousis, Ph.D., APR, Associate Professor
and Chair, 2087 Weimer Hall, Department of Public Relations, College of Journalism and
Communications, University of Florida, P.O. Box 118400, Gainesville, FL 32611-8400, Tel:
(352) 273-1220, Fax: (352) 273-1227, ## email not listed ##.
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