Analysing inter-media agenda setting influence between Social media and electronic media; a perspective from Pakistan

Abstract

Inter-media agenda setting is a commonly used phenomenon to investigate the transfer of contents between news media. The recent digitization era challenges the traditional presuppositions. This study investigates the inter-media agenda setting influence between social media and traditional media. To address this question, the present study investigates first level agenda setting between Twitter and ARY news during Farishta murder case 2019. Content analysis method was used to assess agendas present within Twitter and ARY news. By employing cross-lagged correlation, the study investigates the inter-media agenda setting influence between Twitter agendas and of ARY news agendas. Aggregate findings of cross-lagged correlation reveal a clear agenda setting influence of Twitter on ARY news coverage agenda about Farishta murder case. The results of the study suggest that Twitter has the capability to influence broadcast agendas of television in Pakistan