Media Fragmentation, Attribute Agenda Setting, and Political Opinions About Iraq

Abstract

This study analyzes attribute agenda setting within a fragmented media environment. We conduct a content analysis of cable news network coverage of Iraq and compare it to national survey respondents' opinions of the war. The study finds that people who watched two cable outlets felt differently than people who only watched one outlet, political leanings had inconsistent effects on the relationship between cable network exposure and political opinions, and cable network exposure predicted opinions about Iraq as well as a content-based measure. Our study suggests that attribute agenda setting operates on an individual level in a fragmented media environment.