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Volatile but cue-laden: measuring agenda-setting in the online newspaper environment
Lambe Kayode Mustapha1, aodah Wok2.
After more than four decades of charting a paradigmatic direction in media effects
research, agenda-setting has witnessed and survived enormous challenges to its
main thesis. Despite the unending efforts of scholars to explicate the theoretical and
logical mechanisms of the theory, the ever dynamic milieu in which agenda-setting
effects is being explored, creates additional research problems necessitates further
exploration. The arrival of new media and the subsequent migration of legacy media
into the virtual realm, is another instance of the challenges of agenda-setting as a
theory that is capable of unpacking media effects. While some scholars believe in
the efficacy of agenda-setting in the new media environments, others argue along
an attenuation perspective. Although a number of empirical approaches have been
deployed to establish the continual heuristic value of agenda-setting in the age of
new media, little, if any, attempt has been made to synthesise the findings into a
coherent body. This review provides clues on the salient-directing cues in online
newspapers on the one hand, and the challenges of measuring agenda-setting effects
of online newspapers on the other hand.
Affiliation:
- University of Ilorin, Nigeria
- International Islamic University Malaysia, Malaysia
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Indexation |
Indexed by |
MyJurnal (2021) |
H-Index
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5 |
Immediacy Index
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0.000 |
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