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Agenda Setting Effects on Online Users: The analysis of the World Cup coverage and online discussions
Unformatted Document Text:  YW on the same day. The plausible explanation would be that there were some significant matches that online users and the media might have equally rated certain matches or teams as the most important games. Actually, the match between Argentina and England (day 7) was regarded as the most significant match during the first round of the World Cup by soccer fans. On day 10 and 14, teams in the same group with USA had matches. Those matches were also significant for U.S. media and online users because the results of the matches influenced the fate of the U.S. team. The fourth case indicates that there was no relationship between the media coverage and the online users. Day 4, 6, and 9 belonged to this category. In this case, it could be assumed that online users did not find any interesting matches worth discussing. Actually, most teams having matches on these days were weak teams such as China, Japan, Saudi Arabia, and Costa Rica. Conclusion and limitations This study attempted to examine agenda setting effects and reverse agenda setting effect on online users with sports coverage. Roberts, Wanta, and Dzwo (2002) initiated the study of online agenda setting by examining time lags and the nature of issue. The next step would be to study the causal direction between media and online users. This study, in this light, tried to find an answer to this next question. As the result of this study showed, it could be concluded in general that there was significant agenda setting effects between media and online users, but reveres agenda setting was not found. This study has limitations. First, short-term sports events and a 1-day time lag may not be appropriate for agenda setting studies. Further studies should examine the

Authors: Lee, Jong Hyuk. and Choi, Yun Jung.
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YW
on the same day. The plausible explanation would be that there were some significant
matches that online users and the media might have equally rated certain matches or
teams as the most important games. Actually, the match between Argentina and England
(day 7) was regarded as the most significant match during the first round of the World
Cup by soccer fans. On day 10 and 14, teams in the same group with USA had matches.
Those matches were also significant for U.S. media and online users because the results
of the matches influenced the fate of the U.S. team.
The fourth case indicates that there was no relationship between the media
coverage and the online users. Day 4, 6, and 9 belonged to this category. In this case, it
could be assumed that online users did not find any interesting matches worth
discussing. Actually, most teams having matches on these days were weak teams such
as China, Japan, Saudi Arabia, and Costa Rica.
Conclusion and limitations
This study attempted to examine agenda setting effects and reverse agenda setting
effect on online users with sports coverage. Roberts, Wanta, and Dzwo (2002) initiated
the study of online agenda setting by examining time lags and the nature of issue. The
next step would be to study the causal direction between media and online users. This
study, in this light, tried to find an answer to this next question. As the result of this
study showed, it could be concluded in general that there was significant agenda setting
effects between media and online users, but reveres agenda setting was not found.
This study has limitations. First, short-term sports events and a 1-day time lag may
not be appropriate for agenda setting studies. Further studies should examine the


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