First and Second Levels of Intermedia Agenda Setting: Political Advertising, Newspapers, and Twitter Postings During the 2012 U.S. Presidential Election

• In Event: Political Tweeting Processes: From Elections to Civil War

Abstract

This study investigated the first and second levels of intermedia agenda setting between political advertisements, newspapers, and Twitter postings (tweets) about Barack Obama and Mitt Romney during the 2012 U.S. Presidential election. A series of computerized content analyses with ARIMA time-series modeling were employed. Findings revealed that the issue and attribute agendas of candidates’ political advertisements positively influenced the agendas of newspaper articles and tweets. Findings further demonstrated that the issue and attribute agendas of newspapers about the candidates positively influenced the agendas of tweets. Our findings will extend agenda-setting theory to the social media environment.

Authors

• Yeojin Kim, U of Alabama

• William J. Gonzenbach, U of Alabama

• Chris Vargo, U of Alabama

• Youngju Kim, U of Alabama