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A Study of Agenda-Setting Theory in Presidential Debates in Mexico’s 2000 Presidential Campaign
Unformatted Document Text:  32 showed a positive significant relationship r = + .74 (P = .01) N=9. Figure 4 shows the relationship between public’s perception of candidate image attributes with data for April and June, with content of debates on candidate image. This relationship was statistically significant at the 99.9 percent level, with an alpha value of: r=.72 (P = <.01) N=9. As the model of findings shows in Figure 5, all the relationships tested in the hypotheses were positive and showed different degrees of linearity. The number showed in each relationship represents its level of statistical significance. The relationships that presented stronger correlations were the ones describing candidate image in the media coverage, the debate content, and the public perception of candidates. This also shows that at the time of the televised debates, the campaign became almost exclusively image-focused. Since debates are more image-oriented the correlations between media coverage, debate content, and public perception of campaign issues, were less significant than the ones related to media coverage, debate content, and public perception of candidate image.

Authors: Mercado, Antonieta., Hellweg, Susan., Dozier, David. and Hofstetter, C..
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32
showed a positive significant relationship r = + .74 (P = .01)
N=9. Figure 4 shows the relationship between public’s
perception of candidate image attributes with data for April
and June, with content of debates on candidate image. This
relationship was statistically significant at the 99.9 percent
level, with an alpha value of: r=.72 (P = <.01) N=9.
As the model of findings shows in Figure 5, all the
relationships tested in the hypotheses were positive and
showed different degrees of linearity. The number showed in
each relationship represents its level of statistical
significance. The relationships that presented stronger
correlations were the ones describing candidate image in the
media coverage, the debate content, and the public perception
of candidates. This also shows that at the time of the
televised debates, the campaign became almost exclusively
image-focused. Since debates are more image-oriented the
correlations between media coverage, debate content, and
public perception of campaign issues, were less significant
than the ones related to media coverage, debate content, and
public perception of candidate image.


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