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A Study of Agenda-Setting Theory in Presidential Debates in Mexico’s 2000 Presidential Campaign
Unformatted Document Text:  29 From the panel study issue list women’s rights, health, and taxes were merged into the category of social security; drug trafficking was included in the category of public safety; employment and salaries were classified under the category of labor and employment; economic growth, poverty, and inflation were classified under income distribution; democracy and the Chiapas conflict were classified under institutional change. There was not a category for culture on the panel study and other issues were not correlated with results of media and debate issues on the content analysis. Hypothesis 4. This hypothesis stated that the media candidate-attribute agenda affects the public’s candidate- attribute agenda regardless the content of debates. Data from the Mexico 2000 Panel Study were correlated with data from this content analysis. However, some of the measures for candidate image attributes were not comparable. From the panel study only three attributes of candidate image were compared: competence, honesty, and homophily. Those attributes were derived from the following questions on the study: which one of the candidates is more honest?, which one of the candidate has more experience and is more capable to govern?, and which one of the candidates is closer to the people? For hypothesis 4, a matrix was elaborated in order to correlate variables in three different data bases. Each candidate attribute that was possible to match with the candidate attributes coded in the television and debate data bases, was considered as a single case. For this hypothesis the correlation was made between the television coverage data and the panel study data. Since there were three possible attributes to match and three candidates, there were 9 total cases in the aggregated data base. The matrix shows mentions of the attribute by the public on the panel study for each candidate, and also explains why the sample size is so small for this hypothesis N=9.

Authors: Mercado, Antonieta., Hellweg, Susan., Dozier, David. and Hofstetter, C..
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29
From the panel study issue list women’s rights, health, and
taxes were merged into the category of social security; drug
trafficking was included in the category of public safety;
employment and salaries were classified under the category of
labor and employment; economic growth, poverty, and inflation
were classified under income distribution; democracy and the
Chiapas conflict were classified under institutional change.
There was not a category for culture on the panel study and
other issues were not correlated with results of media and
debate issues on the content analysis.
Hypothesis 4. This hypothesis stated that the media
candidate-attribute agenda affects the public’s candidate-
attribute agenda regardless the content of debates. Data from
the Mexico 2000 Panel Study were correlated with data from
this content analysis. However, some of the measures for
candidate image attributes were not comparable. From the panel
study only three attributes of candidate image were compared:
competence, honesty, and homophily. Those attributes were
derived from the following questions on the study: which one
of the candidates is more honest?, which one of the candidate
has more experience and is more capable to govern?, and which
one of the candidates is closer to the people?
For hypothesis 4, a matrix was elaborated in order to
correlate variables in three different data bases. Each
candidate attribute that was possible to match with the
candidate attributes coded in the television and debate data
bases, was considered as a single case. For this hypothesis
the correlation was made between the television coverage data
and the panel study data. Since there were three possible
attributes to match and three candidates, there were 9 total
cases in the aggregated data base. The matrix shows mentions
of the attribute by the public on the panel study for each
candidate, and also explains why the sample size is so small
for this hypothesis N=9.


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