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Agenda Setting Effects on Online Users: The analysis of the World Cup coverage and online discussions
Unformatted Document Text:  \ participated in a total of 64 matches. The participant teams of the 2002 World Cup included France, Brazil, Germany, Argentina, Cameroon, Senegal, Korea, Japan, and other countries that represented all five continents. The first round of the tournament was held with four teams of a same group. The total of eight groups conducted 48 matches, which yield six matches per group. During the first round (May 31 st to June 14 th ), three or four matches were covered by the mass media every day. After the first round, 16 advanced teams competed until the final match. Brazil became the champion, and Germany was placed the second. Turkey and Korea occupied the third and fourth positions, respectively. During the World Cup period, about 3.5 million spectators watched games in several stadiums and about 42 billion viewers watched the games on TV globally (KOWOC, Koran Organizing Committee for the 2002 FIFA World Cup). Many online media operated electronic bulletin boards about the World Cup, and many online users posted their opinions. The ESPN bulletin board had more than 50,000 messages posted by online users during the World Cup period. Online users Even though increasing numbers of communication researchers are paying attention to the online field, the agenda setting theory is still left outside the online area. The reason could be, as Morris and Ogan (1996) pointed out, that online content might not fit into certain mass communication theories, including the agenda setting. It is not clear whether online communication fits in to interpersonal, organizational or mass

Authors: Lee, Jong Hyuk. and Choi, Yun Jung.
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participated in a total of 64 matches. The participant teams of the 2002 World Cup
included France, Brazil, Germany, Argentina, Cameroon, Senegal, Korea, Japan, and
other countries that represented all five continents.
The first round of the tournament was held with four teams of a same group. The
total of eight groups conducted 48 matches, which yield six matches per group. During
the first round (May 31
st
to June 14
th
), three or four matches were covered by the mass
media every day.
After the first round, 16 advanced teams competed until the final match. Brazil
became the champion, and Germany was placed the second. Turkey and Korea occupied
the third and fourth positions, respectively.
During the World Cup period, about 3.5 million spectators watched games in
several stadiums and about 42 billion viewers watched the games on TV globally
(KOWOC, Koran Organizing Committee for the 2002 FIFA World Cup). Many online
media operated electronic bulletin boards about the World Cup, and many online users
posted their opinions. The ESPN bulletin board had more than 50,000 messages posted
by online users during the World Cup period.
Online users
Even though increasing numbers of communication researchers are paying
attention to the online field, the agenda setting theory is still left outside the online area.
The reason could be, as Morris and Ogan (1996) pointed out, that online content might
not fit into certain mass communication theories, including the agenda setting. It is not
clear whether online communication fits in to interpersonal, organizational or mass


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