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A Study of Agenda-Setting Theory in Presidential Debates in Mexico’s 2000 Presidential Campaign
Unformatted Document Text:  17 Research Findings Important relationships were found in media content and debate content when a content analysis was performed on recordings of television nightly newscasts and the two debates. Also, an important correspondence was found when correlating the content analysis of media and debates with results of a panel study that took place in Mexico 2000 campaign. Those correspondences refer to issues and candidate attributes. Explaining Statistical Measures The parametric Pearson correlation coefficient was used to measure the relationships between variables in the main hypotheses model illustrated in Figure 8. According to Nie, Hull, Jenkings, Steinbrener, and Bent (1975) the Pearson correlation coefficient is a powerful measure to find the strength of a relationship between ratio variables. Non- parametric statistical measures were also used to test the relationships between the variables in the hypotheses of the model, this was mdone because some variables such as mentions on television of candidate attributes were originally ordinal and converted to ratio variables in order to compare them more readily with other ratio variables. Nevertheless, running the non-parametric statistical measures Kendall’s tau and Spearman’s rho did not improve the correlation coefficient of the relationships in a significant way. However, those statistical measures are reported collaterally to the Pearson correlation coefficient for each hypothesis. General Results From Content Analysis Content analysis of 146 news stories one week before and one week after each of the two debates, showed that 66.4% (n = 97) of those were debate-specific, whereas 33.6% (n = 49) were

Authors: Mercado, Antonieta., Hellweg, Susan., Dozier, David. and Hofstetter, C..
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17
Research Findings
Important relationships were found in media content and
debate content when a content analysis was performed on
recordings of television nightly newscasts and the two
debates. Also, an important correspondence was found when
correlating the content analysis of media and debates with
results of a panel study that took place in Mexico 2000
campaign. Those correspondences refer to issues and candidate
attributes.
Explaining Statistical Measures
The parametric Pearson correlation coefficient was used
to measure the relationships between variables in the main
hypotheses model illustrated in Figure 8. According to Nie,
Hull, Jenkings, Steinbrener, and Bent (1975) the Pearson
correlation coefficient is a powerful measure to find the
strength of a relationship between ratio variables. Non-
parametric statistical measures were also used to test the
relationships between the variables in the hypotheses of the
model, this was mdone because some variables such as mentions
on television of candidate attributes were originally ordinal
and converted to ratio variables in order to compare them more
readily with other ratio variables. Nevertheless, running the
non-parametric statistical measures Kendall’s tau and
Spearman’s rho did not improve the correlation coefficient of
the relationships in a significant way. However, those
statistical measures are reported collaterally to the Pearson
correlation coefficient for each hypothesis.
General Results From Content Analysis
Content analysis of 146 news stories one week before and
one week after each of the two debates, showed that 66.4% (n =
97) of those were debate-specific, whereas 33.6% (n = 49) were


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