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Issue Advocacy and Traditional News Content: A Study of the Impact of Marketplace Advocacy on Local Television News Media
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Abstract:
Despite the abundance of research in the field of agenda setting, particularly the recent emphasis on how news media agendas are constructed, issue advocacy advertising has received little attention as a potential influence on either the media or the public’s agenda. This is surprising, given the very nature of issue advocacy campaigns involves the communication of often-controversial opinions in an effort to sway public sentiment or generate support. This study expands the intermedia agenda setting literature by examining the agenda setting function of issue advocacy campaigns. Specifically, the study focused on an issue advertising campaign by the coal industry and its impact on television news coverage. The study provides initial evidence that issue advertising may play an important role in shaping the media’s agenda. While the correlation between issue advertising at time 1 and the television news agenda at time 2 was moderately strong (+.536), the Spearman correlation coefficient between these time periods exceeded the Rozelle-Campbell baseline statistic, suggesting a potentially dynamic relationship between issue advertising and the television news agenda.
Most Common Document Word Stems: issu (179), agenda (112), news (106), advocaci (92), time (85), advertis (83), coal (70), public (57), media (57), 2 (48), 1 (47), content (43), televis (40), set (37), influenc (36), mine (35), includ (34), tradit (34), campaign (34), industri (33), 2005 (30),

Author's Keywords: intermedia agenda setting, agenda building, issue advertising, issue advocacy	Convention All Academic Convention is the premier solution for your association's abstract management solutions needs. Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf. Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets! Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more! Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering. Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more! Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches! Click here for more information.
Association: Name: International Communication Association URL: http://www.icahdq.org
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Miller, Barbara. "Issue Advocacy and Traditional News Content: A Study of the Impact of Marketplace Advocacy on Local Television News Media" Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany, Online <PDF>. 2008-08-17 <http://www.allacademic.com/meta/p92256_index.html>

Miller, B. M. "Issue Advocacy and Traditional News Content: A Study of the Impact of Marketplace Advocacy on Local Television News Media" Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany Online <PDF> Retrieved 2008-08-17 from http://www.allacademic.com/meta/p92256_index.html

Publication Type: Conference Paper/Unpublished Manuscript Abstract: Despite the abundance of research in the field of agenda setting, particularly the recent emphasis on how news media agendas are constructed, issue advocacy advertising has received little attention as a potential influence on either the media or the public’s agenda. This is surprising, given the very nature of issue advocacy campaigns involves the communication of often-controversial opinions in an effort to sway public sentiment or generate support. This study expands the intermedia agenda setting literature by examining the agenda setting function of issue advocacy campaigns. Specifically, the study focused on an issue advertising campaign by the coal industry and its impact on television news coverage. The study provides initial evidence that issue advertising may play an important role in shaping the media’s agenda. While the correlation between issue advertising at time 1 and the television news agenda at time 2 was moderately strong (+.536), the Spearman correlation coefficient between these time periods exceeded the Rozelle-Campbell baseline statistic, suggesting a potentially dynamic relationship between issue advertising and the television news agenda.

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