Perceived agenda-setting effect in international context: Impact of media coverage on American audience’s perception of China

Abstract

Different from the conventional content-survey result comparison approach in agenda-setting research, which compares media agenda and public agenda at the aggregated level, this study investigates the perceived agenda-setting effect of media at the individual level in an international context. A survey of American respondents (N = 848) identifies perceived agenda-setting effect from individuals’ cognitive process, and finds that the U.S. audience are aware that their perception of China is shaped by media coverage of China-related topics. The study finds that media use, political interest in China, and media trust positively predict perceived agenda-setting effect, while direct experience with China produces no effect. The study also confirms the effect of media use on perceived agenda-setting effect mediated by political interest.