Volume 5, Issue 2
  • ISSN 2452-0063
  • E-ISSN: 2452-0071
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A survey of American adults was combined with a content analysis of traditional and social media sources to test the agendamelding theory. Correlation analyses indicated strong agenda-setting effects for both traditional and social media. A regression analysis indicated, among other things, that younger audiences and Democrats give more weight to social media than traditional media while Republicans generally allow their personal preferences to impact their agenda. The findings support the agendamelding theory.


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  • Article Type: Research Article
Keyword(s): agenda setting; agendamelding; audience; horizontal; social media; traditional media; vertical
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