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A Study of Agenda-Setting Theory in Presidential Debates in Mexico’s 2000 Presidential Campaign
Unformatted Document Text:  31 Issue Number of mentions of attribute June (n = 983) Number of mentions of attribute April-May (n = 950) Cárdenas Competence 337 292 Honesty 150 112 Homophily 210 168 Fox Competence 532 515 Honesty 260 269 Homophily 303 305 Labastida Competence 695 751 Honesty 250 299 Homophily 287 318 Note: Information for this table was obtained from the Mexico 2000 Panel Study conducted during the campaign in three stages. First Stage, conducted February 19-20 and 26-27 (N=2399); Second stage conducted from April 28 to May 7 (N=950). Third stage from June 3 to 18 (N=983). Hypothesis 6. This hypothesis stated that candidate- attribute agenda of the debates affect the candidate-attribute agenda for the public. For hypothesis 6, also 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. Since there were three possible attributes to match and three candidates, there were 9 total cases in the aggregated data base. When correlating those variables with information on this content analysis and the Mexico 2000 Panel Study, this hypothesis was confirmed. Results of correlation of public’s perception of candidate image attributes during late April with content of debates show a statistically significant positive relationship with a Pearson correlation coefficient of r= + .70 (P = .02) N= 9. A second correlation between those variables was performed with information of public’s agenda from the Mexico 2000 Panel Study for early June, and it also

Authors: Mercado, Antonieta., Hellweg, Susan., Dozier, David. and Hofstetter, C..
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31

Issue
Number of
mentions of
attribute
June
(n = 983)
Number of mentions
of attribute
April-May
(n = 950)
Cárdenas
Competence
337 292
Honesty
150 112
Homophily
210 168
Fox
Competence
532 515
Honesty
260 269
Homophily
303 305
Labastida
Competence
695 751
Honesty
250 299
Homophily
287 318
Note: Information for this table was obtained from the Mexico 2000 Panel Study
conducted during the campaign in three stages. First Stage, conducted February 19-
20 and 26-27 (N=2399); Second stage conducted from April 28 to May 7 (N=950). Third
stage from June 3 to 18 (N=983).
Hypothesis 6. This hypothesis stated that candidate-
attribute agenda of the debates affect the candidate-attribute
agenda for the public. For hypothesis 6, also 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. Since
there were three possible attributes to match and three
candidates, there were 9 total cases in the aggregated data
base. When correlating those variables with information on
this content analysis and the Mexico 2000 Panel Study, this
hypothesis was confirmed. Results of correlation of public’s
perception of candidate image attributes during late April
with content of debates show a statistically significant
positive relationship with a Pearson correlation coefficient
of r= + .70 (P = .02) N= 9. A second correlation between those
variables was performed with information of public’s agenda
from the Mexico 2000 Panel Study for early June, and it also


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