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The Individual Agenda-Designing Process

How Interpersonal Communication, Egocentric Networks, and Mass Media Shape the Perception of Political Issues by Individuals

The present study combines three data sets: (a) a representative survey among 900 German citizens; (b) a snowball survey among the interaction partners of these interviewees; and (c) a content analysis of newspaper, television, and radio coverage. The measurement of the independent variable was improved by an individual matching procedure of content analysis data and the media use patterns of each respondent. Whereas the aggregate-level analysis shows the usually high correspondence between media and societal agenda, the individual-level comparison of whole issue agendas indicates mutual dependencies, with the personal agenda leading the individual media agenda more frequently. Several path analysis models for single-issue relevance reveal that the importance of an issue in the actually received media coverage exerts only little influence on the assessment of issue importance of a respondent. Instead, personal factors, such as issue involvement, interpersonal communication, and the issue assessment of the network partners, exert a substantial impact.

Communication Research, Vol. 26, No. 6, 666-700 (1999)
DOI: 10.1177/009365099026006002


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