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Agenda Setting Effects on Online Users: The analysis of the World Cup coverage and online discussions
Unformatted Document Text:  XX transmission from media coverage to online discussions might occur quickly, within a day. This study, for this reason, designated the time lag as one day. Previous studies of online users suggest that online users may share similar characteristics with the general public in terms of forming opinions. On the other hand, online users may be different from general public in terms of higher statuses in incomes and occupations, uses of communication technologies, and behavioral effects. Moreover, there have been only few studies that examined agenda setting effects of sports coverage. Considering these aspects, the present study proposes the following research questions: RQ 1: Are there agenda setting effects on online users, with media coverage of World Cup games influencing the online discussions dealing with the games? Previous research implied a necessity to examine reverse agenda setting effects. As a growing number of the public is participating in online discussions, the chance that reverse agenda setting may occur is increasing. On the other hand, the media may have not paid as much attention to online users as the general public yet. If reverse agenda effects were not often found on the general public, it may be too hasty to predict reverse agenda setting effects on online users. Considering these aspects, the present study proposes the following research questions: RQ 2: Are there reverse agenda setting effects on online users, with the online discussions dealing with World Cup games influencing media coverage of the games?

Authors: Lee, Jong Hyuk. and Choi, Yun Jung.
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XX
transmission from media coverage to online discussions might occur quickly, within a
day. This study, for this reason, designated the time lag as one day.
Previous studies of online users suggest that online users may share similar
characteristics with the general public in terms of forming opinions. On the other hand,
online users may be different from general public in terms of higher statuses in incomes
and occupations, uses of communication technologies, and behavioral effects. Moreover,
there have been only few studies that examined agenda setting effects of sports
coverage. Considering these aspects, the present study proposes the following research
questions:
RQ 1: Are there agenda setting effects on online users, with media coverage of World
Cup games influencing the online discussions dealing with the games?
Previous research implied a necessity to examine reverse agenda setting effects.
As a growing number of the public is participating in online discussions, the chance that
reverse agenda setting may occur is increasing. On the other hand, the media may have
not paid as much attention to online users as the general public yet. If reverse agenda
effects were not often found on the general public, it may be too hasty to predict reverse
agenda setting effects on online users. Considering these aspects, the present study
proposes the following research questions:
RQ 2: Are there reverse agenda setting effects on online users, with the online
discussions dealing with World Cup games influencing media coverage of the games?


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