Synchronization of Media Agendas between Social Media and Newspaper Websites: A Case Study of Within Day (AM vs PM) Inter Media Agenda Setting

Abstract

Present study comprised of Ante Meridiem (AM) vs Post Meridiem (PM) intermedia agenda-setting between newspapers’ websites and twitter. Data regarding Turkish President’s visit to Pakistan has been collected from website of “The Nation” and “Twitter”. Study found significant synchronous correlation (X2Y2) between Twitter and The Nation during Post Meridian (PM) (r1= +0.472, r2= +0.841 and r3= +0.752). Reduced posting on Twitter and newspaper’ websites has been observed during AM time period. Finding depicts gradual content build-up (simultaneous basis) on Twitter and news websites during the PM time period. Finding indicates increasing integration between social media and news-websites due to synchronization. Vast majority of Twitter posts are based on clippings of newspapers stories or footages from news channels. In Pakistan tweets of politician, military representatives, and media persons are flashed as breaking news and the same is given coverage prominently on news-websites. The study has also observed consistent use of social media cells by political parties for pushing agendas on social media to get attention on other media outlets. Circular model for network journalism and simultaneous agenda setting has been proposed. Model elaborates how contents move in a circular way in network journalism environment.