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Bonjour ŕ l’euro! An agenda-setting study of attitudes towards the new currency in France
Unformatted Document Text:  Bonjour Ă  l’euro! 6 Literature Review - Agenda Setting At its beginnings agenda-setting dealt with “the patterns in the transfer of issue salience from the media to the public” 11 . Many studies accepted the hypothesis that the media agenda was correlated with the public agenda (Iyengar & Kinder 1987, Eaton 1989, Brosius & Kepplinger 1990, Lasorsa & Wanta 1990, Rogers, Dearing, & Chang 1991, Wanta & Hu 1994). These studies analyzed TV and newspapers and correlated the results with poll or survey results. Newspapers were considered among the media with agenda setting effects and were studied by Eaton, Lasorsa and Wanta, Rogers, Dearing, and Chang, and others. McCombs developed a typology of agenda-setting research by combining whether the study dealt with a single issue or a set of issues with whether a study used aggregate data or individual data. The issue categories were to be measured through both content analysis and public opinion polls. If the study focuses on a single issue, McCombs recommended one of two research designs: cross-sectional or longitudinal. The cross-sectional design is the appropriate one to use when the measurement of the issue is taken at a single point in time 12 as in this study. In terms of data, an example of using aggregate data is the first level agenda setting study of the 1968 presidential campaign by McCombs and Shaw. They compared aggregate units – Chapel Hill voters as a group with the aggregate performance of the mass media. 13 After the numerous first-level agenda setting studies, researchers considered that issue attributes - the way the issue was presented in the media - influenced the way people thought about that issue. The way the media portrayed an issue was labeled

Authors: Micu, Anca Cristina. and Geana, Mugur.
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Bonjour à l’euro!
6
Literature Review - Agenda Setting
At its beginnings agenda-setting dealt with “the patterns in the transfer of issue
salience from the media to the public”
11
. Many studies accepted the hypothesis that the
media agenda was correlated with the public agenda (Iyengar & Kinder 1987, Eaton
1989, Brosius & Kepplinger 1990, Lasorsa & Wanta 1990, Rogers, Dearing, & Chang
1991, Wanta & Hu 1994). These studies analyzed TV and newspapers and correlated the
results with poll or survey results. Newspapers were considered among the media with
agenda setting effects and were studied by Eaton, Lasorsa and Wanta, Rogers, Dearing,
and Chang, and others.
McCombs developed a typology of agenda-setting research by combining
whether the study dealt with a single issue or a set of issues with whether a study used
aggregate data or individual data. The issue categories were to be measured through both
content analysis and public opinion polls. If the study focuses on a single issue,
McCombs recommended one of two research designs: cross-sectional or longitudinal.
The cross-sectional design is the appropriate one to use when the measurement of the
issue is taken at a single point in time
12
as in this study.
In terms of data, an example of using aggregate data is the first level agenda
setting study of the 1968 presidential campaign by McCombs and Shaw. They compared
aggregate units – Chapel Hill voters as a group with the aggregate performance of the
mass media.
13
After the numerous first-level agenda setting studies, researchers considered that
issue attributes - the way the issue was presented in the media - influenced the way
people thought about that issue. The way the media portrayed an issue was labeled


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