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Agenda Setting Effects on Online Users: The analysis of the World Cup coverage and online discussions
Unformatted Document Text:  X\ Google has been regarded as one of the largest online discussions leaders. Second, Google provides a powerful search engine that can find a number of online discussions in its diverse newsgroups. Online discussions were collected by the Google search engine with the keyword “World Cup and first round.” Every selected discussion was scanned to see if it was related to the World Cup teams. The discussions on political, social and economic topics during the World Cup period were excluded. Discussions about other sports or broadcasting schedules were also not counted in. As a result, a total of 408 discussions for 15 days were downloaded <Table 1>. The reason June 1 st was included in the sampling period is because researchers need to examine reverse agenda setting effects. In other words, to analyze effects of online discussions on media coverage, researchers needed to analyze online discussions on the day before media coverage. Coding Similarly to the media content, most online discussions included more than one team. Researchers also counted team names with a sentence unit in every online discussion. Team names found two or more times in a sentence were regarded as just once. In this way, two types of online discussions were analyzed to examine agenda setting effect and reverse agenda setting effect: online discussions on the same day of media coverage <Table 3> are associated with agenda setting effects and online discussions on the day preceding the media coverage <Table 4> are related to reverse agenda setting effects.

Authors: Lee, Jong Hyuk. and Choi, Yun Jung.
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background image
X\
Google has been regarded as one of the largest online discussions leaders. Second,
Google provides a powerful search engine that can find a number of online discussions
in its diverse newsgroups.
Online discussions were collected by the Google search engine with the keyword
“World Cup and first round.” Every selected discussion was scanned to see if it was
related to the World Cup teams. The discussions on political, social and economic topics
during the World Cup period were excluded. Discussions about other sports or
broadcasting schedules were also not counted in. As a result, a total of 408 discussions
for 15 days were downloaded <Table 1>.
The reason June 1
st
was included in the sampling period is because researchers need
to examine reverse agenda setting effects. In other words, to analyze effects of online
discussions on media coverage, researchers needed to analyze online discussions on the
day before media coverage.
Coding
Similarly to the media content, most online discussions included more than one
team. Researchers also counted team names with a sentence unit in every online
discussion. Team names found two or more times in a sentence were regarded as just
once. In this way, two types of online discussions were analyzed to examine agenda
setting effect and reverse agenda setting effect: online discussions on the same day of
media coverage <Table 3> are associated with agenda setting effects and online
discussions on the day preceding the media coverage <Table 4> are related to reverse
agenda setting effects.


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