Setting the Public Agenda in the Digital Communication Age

Brazilian Journalism Research

Faculdade de Comunicação, Universidade de Brasília(UnB), ICC Norte, Subsolo, Sala ASS 633
Brasília / DF
Telefone: (61) 3307-6541
ISSN: 1981-9854
Editor Chefe: Fábio Henrique Pereira
Início Publicação: 31/05/2005
Periodicidade: Quadrimestral
Área de Estudo: Comunicação

Setting the Public Agenda in the Digital Communication Age

Ano: 2016 | Volume: 12 | Número: 2
Autores: Diogenes Lycarião, Rafael Cardoso Sampaio
Autor Correspondente: Diogenes Lycarião | [email protected]

Palavras-chave: public opinion, agenda-setting theory, big data, political communication

Resumos Cadastrados

Resumo Inglês:

The agenda-setting theory is one of the powerful study fields in communication research. Nevertheless, it is not a settled theory. Recent studies based on big data indicate seemingly contradictory results. While some findings reinforce McCombs and Shaw’s original model (i.e. the media set the public agenda), others demonstrate great power of social media to set media’s agenda, what is usually described as reverse agenda-setting. This article – based on an interactional model of agenda setting building – indicates how such results are actually consistent with each other. They reveal a complex multidirectional (and to some extent) unpredictable network of interactions that shape the public debate, which is based on different kinds of agenda (thematic or factual) and time lengths (short, medium or long terms).