Parties, media, the public and the economy: Patterns of societal agenda‐setting

Abstract

Abstract. The aim of this study is to assess the relative strength of the reciprocal causal relationships between the political agenda (the party agenda), the mass media agenda and the public agenda. Although the research literature is rather confusing and inconclusive, three causal patterns have often been suggested. The economic theory of representative democracy (‘public choice’ theory) assumes bottom‐up agenda‐setting. The political agenda is assumed to respond to the public agenda. However, theories on political communication suggest top‐down agenda‐setting. The political agenda would set the media agenda, which in turn would set the public agenda. The central tenet of mediacracy theory is the proposition that the media agenda sets both the public agenda and the political agenda. This article uses data on economic issues in the Netherlands in the period 1980–1986 and linear structural equations models to test these three causal patterns. The results warrant both bottom‐up and top‐down agenda‐setting, but the mediacracy model is rejected. The conclusion should be that the economic theory of democracy, which prevails in the political science journals, has to incorporate findings from political communication research.