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A Study of Agenda-Setting Theory in Presidential Debates in Mexico’s 2000 Presidential Campaign
Unformatted Document Text:  11 1 Social Security/ Social Equality 2 Education 3 Culture 4 Public Safety 5 Fight Against Corruption 6 Impunity 7 Labor/Employment 8 Income Distribution 9 Black Tuesday [highly covered by media, only in second debate]. 10 Institutional Change 11 Other Mentions of those issues shaped the issue-content of the campaign news coverage. There were some special topics, such as the teachers’ strikes and protests in Mexico City around the time of the debates; those mentions where classified under “EDUCATION”, since the strikes generated comments on how the candidates would improve working conditions for teachers and the education system in general. Some special topics mentioned during the debates and in the media coverage appear sometimes as sub-topics and were classified under the main issue list indicated above. Tangential, largely irrelevant topics were classified in the category of “other.” For the topic of institutional change, a sub-sample of 10% of the television news were re-coded subsequent to the original coding; this topic originally was not considered as a separate issue. Therefore it had been classified in the category of “other.” However, since there was a high incidence of mentions of Institutional Change in the news and in the debates, the inclusion of this topic was relevant for the analysis. Also, this re-coding was done to make issue categories compatible with data available from public opinion polls. This 10% sample was only taken from the news stories. “Institutional Change” was coded as a separate topic in the debate coding.

Authors: Mercado, Antonieta., Hellweg, Susan., Dozier, David. and Hofstetter, C..
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11
1
Social Security/ Social Equality
2
Education
3
Culture
4
Public Safety
5
Fight Against Corruption
6
Impunity
7
Labor/Employment
8
Income Distribution
9
Black Tuesday [highly covered by media, only in second
debate].
10 Institutional Change
11 Other
Mentions of those issues shaped the issue-content of the
campaign news coverage. There were some special topics, such
as the teachers’ strikes and protests in Mexico City around
the time of the debates; those mentions where classified under
“EDUCATION”, since the strikes generated comments on how the
candidates would improve working conditions for teachers and
the education system in general. Some special topics mentioned
during the debates and in the media coverage appear sometimes
as sub-topics and were classified under the main issue list
indicated above. Tangential, largely irrelevant topics were
classified in the category of “other.”
For the topic of institutional change, a sub-sample of 10% of
the television news were re-coded subsequent to the original
coding; this topic originally was not considered as a separate
issue. Therefore it had been classified in the category of
“other.” However, since there was a high incidence of mentions
of Institutional Change in the news and in the debates, the
inclusion of this topic was relevant for the analysis. Also,
this re-coding was done to make issue categories compatible
with data available from public opinion polls. This 10% sample
was only taken from the news stories. “Institutional Change”
was coded as a separate topic in the debate coding.


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