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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
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Association:
Name: International Communication Association
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http://www.icahdq.org


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URL: http://citation.allacademic.com/meta/p92256_index.html
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MLA Citation:

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, <Not Available>. 2013-12-17 <http://citation.allacademic.com/meta/p92256_index.html>

APA Citation:

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>. 2013-12-17 from http://citation.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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