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Agenda Trending: Reciprocity and the Predictive Capacity of Social Networking Sites in Intermedia Agenda Setting across Topics over Time

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  • Jacob Groshek

    (College of Communication, Boston University, 640 Commonwealth Avenue, Boston, MA 02215, USA)

  • Megan Clough Groshek

    (Office of Academic Services, Brandeis University, 415 South Street, Waltham, MA 02453, USA)

Abstract

In the contemporary converged media environment, agenda setting is being transformed by the dramatic growth of audiences that are simultaneously media users and producers. The study reported here addresses related gaps in the literature by first comparing the topical agendas of two leading traditional media outlets (New York Times and CNN) with the most frequently shared stories and trending topics on two widely popular Social Networking Sites (Facebook and Twitter). Time-series analyses of the most prominent topics identify the extent to which traditional media sets the agenda for social media as well as reciprocal agenda-setting effects of social media topics entering traditional media agendas. In addition, this study examines social intermedia agenda setting topically and across time within social networking sites, and in so doing, adds a vital understanding of where traditional media, online uses, and social media content intersect around instances of focusing events, particularly elections. Findings identify core differences between certain traditional and social media agendas, but also within social media agendas that extend from uses examined here. Additional results further suggest important topical and event-oriented limitations upon the predictive capacit of social networking sites to shape traditional media agendas over time.

Suggested Citation

  • Jacob Groshek & Megan Clough Groshek, 2013. "Agenda Trending: Reciprocity and the Predictive Capacity of Social Networking Sites in Intermedia Agenda Setting across Topics over Time," Media and Communication, Cogitatio Press, vol. 1(1), pages 15-27.
  • Handle: RePEc:cog:meanco:v:1:y:2013:i:1:p:15-27
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    References listed on IDEAS

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    1. Erdal Atukeren, 2008. "Christmas cards, Easter bunnies, and Granger-causality," Quality & Quantity: International Journal of Methodology, Springer, vol. 42(6), pages 835-844, December.
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    Cited by:

    1. Olessia Koltsova & Oleg Nagornyy, 2019. "Redefining Media Agendas: Topic Problematization in Online Reader Comments," Media and Communication, Cogitatio Press, vol. 7(3), pages 145-156.
    2. Billard, Thomas J, 2018. "Setting the Transgender Agenda: Intermedia Agenda-Setting in the Digital News Environment," SocArXiv 9m3gz, Center for Open Science.
    3. Mario Haim & Gabriel Weimann & Hans-Bernd Brosius, 2018. "Who sets the cyber agenda? Intermedia agenda-setting online: the case of Edward Snowden’s NSA revelations," Journal of Computational Social Science, Springer, vol. 1(2), pages 277-294, September.
    4. Lin, Trisha T. C., 2021. "Socialbot representations on cross media platforms during 2020 Taiwanese Presidential Election," 23rd ITS Biennial Conference, Online Conference / Gothenburg 2021. Digital societies and industrial transformations: Policies, markets, and technologies in a post-Covid world 238037, International Telecommunications Society (ITS).
    5. Lambrini Papadopoulou & Karolos Kavoulakos & Christos Avramidis, 2021. "Intermedia Agenda Setting and Grassroots Collectives: Assessing Global Media’s Influence on Greek News Outlets," Studies in Media and Communication, Redfame publishing, vol. 9(2), pages 12-23, December.

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