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Agenda Setting Effects on Online Users: The analysis of the World Cup coverage and online discussions
Unformatted Document Text:  XW agenda setting effects. Finally they characterized possible contaminating variables between presidents’ speech and media coverage: popularity of the president or historical circumstances. One plausible reason why reverse agenda setting effect occurs was suggested by Ghanem and Wanta (2001). They mentioned a reverse agenda setting effect, though it was not directly related to their study of Spanish cable news: Media may have covered issues that public wanted to know instead of covering issues to influence them; Media agenda may have been set by news editors’ perception of public concerns. This notion could be applied to online users as a growing number of individuals turns into online users. Media editors or reporters may seek to know what issues are discussed by online users before determining news values of certain events. In case of a short-term sports event, online discussions right before media coverage may influence media’s perception of news values. Research Questions Roberts, Wanta, and Dzwo’s (2002) study examined agenda setting effects on online users with 1 to 7 day time lags. The results showed that online agenda setting effects occurred in a relatively short time lag compared with agenda setting effects on the general public. In this light, a short-term sports event such as World Cup could result in even shorter time lags for agenda setting effects. Moreover, the structure of World Cup matches might have caused short-term time lag effects. Teams participating in matches were switched every day, and therefore the content of media coverage and online discussions about World Cup teams changed on daily basis. It means that issue

Authors: Lee, Jong Hyuk. and Choi, Yun Jung.
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XW
agenda setting effects. Finally they characterized possible contaminating variables
between presidents’ speech and media coverage: popularity of the president or historical
circumstances.
One plausible reason why reverse agenda setting effect occurs was suggested by
Ghanem and Wanta (2001). They mentioned a reverse agenda setting effect, though it
was not directly related to their study of Spanish cable news: Media may have covered
issues that public wanted to know instead of covering issues to influence them; Media
agenda may have been set by news editors’ perception of public concerns.
This notion could be applied to online users as a growing number of individuals
turns into online users. Media editors or reporters may seek to know what issues are
discussed by online users before determining news values of certain events. In case of a
short-term sports event, online discussions right before media coverage may influence
media’s perception of news values.
Research Questions
Roberts, Wanta, and Dzwo’s (2002) study examined agenda setting effects on
online users with 1 to 7 day time lags. The results showed that online agenda setting
effects occurred in a relatively short time lag compared with agenda setting effects on
the general public. In this light, a short-term sports event such as World Cup could result
in even shorter time lags for agenda setting effects. Moreover, the structure of World
Cup matches might have caused short-term time lag effects. Teams participating in
matches were switched every day, and therefore the content of media coverage and
online discussions about World Cup teams changed on daily basis. It means that issue


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