The Agenda Setting Function of the Mass Media At Three Levels of "Information Holding"

Abstract

The objective of this study was to extend the theoretical concept of agenda setting to include three levels of peoples' information holding: (1) awareness of general issues; (2) awareness of proposed solutions; (3) specific knowledge about the proposals. A content analysis of three media and a survey were conducted to examine whether or not agenda setting is operative at Levels 2 and 3, since previous research has consistently shown agenda setting at Level 1. Concerning economic issues, high intercorrelations among media regarding economic content were found at Level 2. Agenda setting was found at both Levels 2 and 3, with newspapers primarily setting the agenda for all media users. In contrast to prior agenda setting studies which have found television to play a substantial role in setting the public agenda at Level 1, television was not round to be setting peoples' agenda at Levels 2 and 3.