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Agenda Setting Effects on Online Users: The analysis of the World Cup coverage and online discussions
Unformatted Document Text:  X_ In general, there was little support for reverse agenda setting effect between the media coverage and the online discussions about the World Cup. Discussion The purpose of this study is to examine if there was an agenda setting effect or a reverse agenda setting effect between media coverage and online discussions on the World Cup teams. As the correlation results shows, on most days, agenda setting effects occurred, but reverse agenda setting didn’t occur. The results found here suggest that media coverage influenced online users’ discussions. If the media covered a certain team more prominently than others among the six to eight teams playing on a certain day, then online users also discussed the team more often than other teams. On the other hand, little support for reverse agenda setting effects were found. Here online users’ discussions did not influence subsequent media coverage. A team discussed more prominently than other teams by online users did not necessarily receive more media coverage. This general logic needs to be interpreted in contexts of the World Cup. Most matches were held in the morning and then media coverage of the matches published on the next day. Consequently, some online users were likely to get information of matches from the media coverage a day after the actual matches were held. Other online users who were more enthusiastic about matches were likely to have looked up results on the Internet or may have watched live game broadcasts, and began their online discussions before the media coverage. In this context, there could be plausible explanations for the results according to

Authors: Lee, Jong Hyuk. and Choi, Yun Jung.
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X_
In general, there was little support for reverse agenda setting effect between the media
coverage and the online discussions about the World Cup.
Discussion
The purpose of this study is to examine if there was an agenda setting effect or a
reverse agenda setting effect between media coverage and online discussions on the
World Cup teams. As the correlation results shows, on most days, agenda setting effects
occurred, but reverse agenda setting didn’t occur.
The results found here suggest that media coverage influenced online users’
discussions. If the media covered a certain team more prominently than others among
the six to eight teams playing on a certain day, then online users also discussed the team
more often than other teams. On the other hand, little support for reverse agenda setting
effects were found. Here online users’ discussions did not influence subsequent media
coverage. A team discussed more prominently than other teams by online users did not
necessarily receive more media coverage.
This general logic needs to be interpreted in contexts of the World Cup. Most
matches were held in the morning and then media coverage of the matches published on
the next day. Consequently, some online users were likely to get information of matches
from the media coverage a day after the actual matches were held. Other online users
who were more enthusiastic about matches were likely to have looked up results on the
Internet or may have watched live game broadcasts, and began their online discussions
before the media coverage.
In this context, there could be plausible explanations for the results according to


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