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Agenda Setting Effects on Online Users: The analysis of the World Cup coverage and online discussions
Unformatted Document Text:  X` four categories: (1) the days with only agenda setting effect, (2) the days with only reverse agenda setting effect, (3) the days with both effects, and (4) the days with no effect <Table 6>. [Insert Table 6 here] The first case indicates that media influenced online users, not vice versa. In this case, online users might have gotten all information of matches through media coverage the day after actual matches were held, and might have discussed teams according to the media coverage. Even though some online users began to discuss matches knowing the results of matches before media exposure, most online users adjusted their discussions according to the media coverage after exposed to media on the following day. Six days out of 14 belonged to this category. Most matches on these days didn’t provide interesting results such as unpredicted upsets or significant matches of two strong teams. Online users might have been confused to grasp which teams to discuss, and the media coverage might have set the discussion agenda on the next day. The second case was found only on day 13, which indicates that online users influenced media, not vice versa. As most teams’ fate was determined near the end of the first round tournament, online users might have had the capability to judge which teams deserve discussions, and the evaluation of online users had a high chance to synchronize with the media coverage of the next day. The third case was shown in day 3, 7, 10, and day 14. In this case, the media and the online users influenced each other in two ways. Online discussions on the previous day influenced media coverage, and then media coverage influenced online discussions

Authors: Lee, Jong Hyuk. and Choi, Yun Jung.
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X`
four categories: (1) the days with only agenda setting effect, (2) the days with only
reverse agenda setting effect, (3) the days with both effects, and (4) the days with no
effect <Table 6>.
[Insert Table 6 here]
The first case indicates that media influenced online users, not vice versa. In this
case, online users might have gotten all information of matches through media coverage
the day after actual matches were held, and might have discussed teams according to the
media coverage. Even though some online users began to discuss matches knowing the
results of matches before media exposure, most online users adjusted their discussions
according to the media coverage after exposed to media on the following day. Six days
out of 14 belonged to this category. Most matches on these days didn’t provide
interesting results such as unpredicted upsets or significant matches of two strong teams.
Online users might have been confused to grasp which teams to discuss, and the media
coverage might have set the discussion agenda on the next day.
The second case was found only on day 13, which indicates that online users
influenced media, not vice versa. As most teams’ fate was determined near the end of
the first round tournament, online users might have had the capability to judge which
teams deserve discussions, and the evaluation of online users had a high chance to
synchronize with the media coverage of the next day.
The third case was shown in day 3, 7, 10, and day 14. In this case, the media and
the online users influenced each other in two ways. Online discussions on the previous
day influenced media coverage, and then media coverage influenced online discussions


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