Agenda Setting and Priming Effects Based on Information Presentation: Revisiting Accessibility as a Mechanism Explaining Agenda Setting and Priming

Abstract

In three experiments, this investigation evaluated the sufficiency of construct accessibility in explaining individual-level agenda setting and priming outcomes. Participants were exposed to an issue presented within a story from a respected news source (e.g., New York Times), a story from an unknown individual's blog, a story from a respected non-news organization (e.g., National Geographic), a crossword puzzle from a respected news source, or a crossword puzzle from an online game website. Story and crossword content was constant across the different sources. Participants responded either to a measure of implicit priming or to the traditional agenda setting question asking what the most important issue in the nation is. Priming effects were robust across presentation context, indicating a successful increase in temporary accessibility. Agenda setting effects were strongest when information came from news than from non-news sources, regardless of whether the issue was presented within a story or crossword. Findings suggest that issue salience in agenda setting is more appropriately conceptualized as perceived importance rather than top-of-mind awareness. News sources uniquely cue this salience beyond the abilities of other respected organizations.