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Agenda Setting Effects on Online Users: The analysis of the World Cup coverage and online discussions
Unformatted Document Text:  X^ coverage of the 6 teams was published on the next day (June 2 nd ). Also, online discussions about the same 6 teams on June 2 nd were collected. With the comparison of two data, researchers could study agenda setting effects. For reverse agenda setting effects, the frequency of team names mentioned in media coverage and online discussion of the previous day was compared. In this case, the media coverage of the 6 teams published on June 2 nd was compared with online discussions about the same 6 teams posted on June 1 st . Research question 1 asked if there were agenda setting effects on online users with the issue of the World Cup games. As the table 5 shows, significant correlations were found between media coverage and online discussions of the same day in general. The correlation of 10 days turned out to be significant, and only 4 day correlations were not significant: day 4, day 6, day 9, and day 13. Significant correlations suggest that there were agenda setting effects. Therefore, results show that an agenda setting effect occurred on 10 days and didn’t occur on 4 days. In general, there were agenda setting effects between media coverage and online discussions on the World Cup. [Insert Table 5 here] Research question 2 asked if there were reverse agenda setting effects on online users with the issue of the World Cup games. Table 5 also shows that there were fewer significant correlations between media coverage and online discussions of the previous day in general. The correlations of 9 days turned out to be non-significant, and only 5 days correlations was significant: day 3, day 7, day 10, day 13, and day 14. It means that reverse agenda setting effects occurred on only 5 days and didn’t occur on 9 days.

Authors: Lee, Jong Hyuk. and Choi, Yun Jung.
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background image
X^
coverage of the 6 teams was published on the next day (June 2
nd
). Also, online
discussions about the same 6 teams on June 2
nd
were collected. With the comparison of
two data, researchers could study agenda setting effects. For reverse agenda setting
effects, the frequency of team names mentioned in media coverage and online
discussion of the previous day was compared. In this case, the media coverage of the 6
teams published on June 2
nd
was compared with online discussions about the same 6
teams posted on June 1
st
.
Research question 1 asked if there were agenda setting effects on online users
with the issue of the World Cup games. As the table 5 shows, significant correlations
were found between media coverage and online discussions of the same day in general.
The correlation of 10 days turned out to be significant, and only 4 day correlations were
not significant: day 4, day 6, day 9, and day 13. Significant correlations suggest that
there were agenda setting effects. Therefore, results show that an agenda setting effect
occurred on 10 days and didn’t occur on 4 days. In general, there were agenda setting
effects between media coverage and online discussions on the World Cup.
[Insert Table 5 here]
Research question 2 asked if there were reverse agenda setting effects on online
users with the issue of the World Cup games. Table 5 also shows that there were fewer
significant correlations between media coverage and online discussions of the previous
day in general. The correlations of 9 days turned out to be non-significant, and only 5
days correlations was significant: day 3, day 7, day 10, day 13, and day 14. It means
that reverse agenda setting effects occurred on only 5 days and didn’t occur on 9 days.


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