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Agenda Setting Effects on Online Users: The analysis of the World Cup coverage and online discussions
Unformatted Document Text:  [ were guaranteed to be exposed to media coverage because the World Cup was an international event that took place outside the United States. Thus, few online users would have the opportunity to experience the games first-hand. Second, Americans’ interest in soccer traditionally has been limited, meaning that interpersonal communication would be unlikely to function as a contaminating variable in the agenda setting process. Third, in the World Cup, six to eight teams had matches every day. According to this schedule, researchers could easily examine the relationship between teams covered by media and teams discussed by online users on a daily basis. For this study, online discussions were analyzed from Google newsgroups and media coverage were examined from the New York Times and the Washington Post. Correlations were used to find out the direction of influence between these two data streams. This study is important because it attempts to explore two new areas of agenda setting study: Online users as public and sports coverage as issues. In this sense, this study will contribute to expanding areas of traditional agenda setting studies. Background The 2002 World Cup was co-hosted by Korea and Japan from May 31 st to June 30 th , 2002. This international sports event, held every fourth year in different countries, has been recognized as one of the most popular and prestigious sports events in the world. In this World Cup, 32 countries that have already passed regional pre-contests

Authors: Lee, Jong Hyuk. and Choi, Yun Jung.
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background image
[
were guaranteed to be exposed to media coverage because the World Cup was an
international event that took place outside the United States. Thus, few online users
would have the opportunity to experience the games first-hand. Second, Americans’
interest in soccer traditionally has been limited, meaning that interpersonal
communication would be unlikely to function as a contaminating variable in the agenda
setting process. Third, in the World Cup, six to eight teams had matches every day.
According to this schedule, researchers could easily examine the relationship between
teams covered by media and teams discussed by online users on a daily basis.
For this study, online discussions were analyzed from Google newsgroups and
media coverage were examined from the New York Times and the Washington Post.
Correlations were used to find out the direction of influence between these two data
streams.
This study is important because it attempts to explore two new areas of agenda
setting study: Online users as public and sports coverage as issues. In this sense, this
study will contribute to expanding areas of traditional agenda setting studies.
Background
The 2002 World Cup was co-hosted by Korea and Japan from May 31
st
to June
30
th
, 2002. This international sports event, held every fourth year in different countries,
has been recognized as one of the most popular and prestigious sports events in the
world.
In this World Cup, 32 countries that have already passed regional pre-contests


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