Bethany A. Conway, Eric Tsetsi, K. Kenski, Yotam Shmargad
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Tipping the Twitter vs. News Media Scale? Conducting a Third Assessment of Intermedia Agenda-Setting Effects during the Presidential Nomination Season
ABSTRACT Two previous studies investigated the relationship between newspaper issue agendas and those of candidate and campaign Twitter feeds during the presidential nomination seasons in 2012 and 2016. Both found the intermedia agenda-setting power resided with newspapers. This study replicates the previous two by examining the issue agendas of the nation’s top newspapers and those of candidate and campaign Twitter feeds during the 2020 presidential nomination season. Computer-assisted content analysis and time-series analysis suggest that intermedia agenda-setting power was more even-handed during the 2020 nomination seasons compared to 2012 and 2016, although this finding depends on the metric used.
期刊介绍：
The Journal of Political Marketing aims to be the leading scholarly journal examining the latest developments in the application of marketing methods to politics. As the political world becomes more complex and interwoven, it is imperative for all interested parties to stay abreast of “cutting edge” tools that are used in unique and different ways in countries around the world. The journal goes beyond the application of advertising to politics to study various strategic marketing tools such as: Voter segmentation Candidate positioning Use of multivariate statistical modeling to better understand the thinking and choices made by voters.
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