A CROSS-LAGGED ANALYSIS OF AGENDA SETTING AMONG ONLINE NEWS MEDIA

By jeongsub Lim
This stndif exanuncd the catisdl rclntkmships among the issue agcmiaf> of three online nexos media in South Korea during two time periods. The issue agendas of the tivo online newspapers at Time 1 influeiieed the issue agendas of the online wire service at Time 2. The online icire service did not influence the issue agendas of the two newspapers during the same time periods. The leading online newspaper influenced the issue agendas of both the secondary online newspaper and the online ivire service. The findings extend intermedia agenda-setting studies to the online environment.

Theoretical and practical implications of agenda-setting research have grown since the birth of online news media. Theoretical questions include whether intermedia agenda-setting theory is applicable to the relationship of issue agendas among onhne news media. If wire services continue to influence online newspapers, the online news market will be a profitable, alternative outlet to wire services. This additional news market is a major reason why many newspapers invest in online news sites.' In this sense, the years 1995 and 1998 set the stage for the Internet boom in South Korea's media industry. In 1993, the Chosun llbo and the joougAng llbo, two major Korean newspapers, developed their Web sites, and, on 19 November 1998, a South Korean wire service named Yonhap News Agency launched its r\ews site. This online world has rapidly expanded in South Korea. According to the 2003 annual report by the Ministry of Information and Communication in South Korea,' the broadband penetration rates reached about 70% of the total 11.1 million households. These Korean news media provide an opportunity to examine intermedia agenda-setting effects in the online news environment. When online wire services upload top stories on a real-time basis, how do online newspapers respond to those stories? Conversely, when online newspapers break stories first, how do online wire services respond to them? Prior intermedia agenda-setting research has neglected these theoretical and practical implications of the relationships among online news media. To this end, a time series analysis is useful
I&MC Quarierl\t Vol. S3. Nu. 2
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jeongsuh Um i? a dcctora! student in the School of ]aurnatism, Uuiversiti/ of Missouri. 7;,,, uiifiior lluiiikfi three ammi/imnis raneiwn for their iiisiglitfiit comments.

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because it illustrates a process of the directional influence among news media.' Therefore, this study attempts to explore the directional influence between an online wire service and online newspapers during two different time periods. Data originate from online news stories of the Yonhap News Agency and of two major Korean online newspapers. According to press release data,"' the Yonhap News Agency is a Korean national wire service that has provided three types of news and informationnational news, economic information, and photograph/graphic informationsince its advent on 4 January 1989. The Yonhap News Agency has since dominated the news service market in South Korea. Domestic news media rely on these three types of news information for their news production. The wire service also provides English editions to about fifty foreign news agencies, fiftythree South Korean foreign embassies, and major international organizations. Currently, the wire service produces more than 1,000 daily news stories in Korean and more than fifty daily news stories in English. Its bilingual news service also began on 4 January 1989. At the end of 1998, it launched its news site (<www.yna.co.kr>), from which the general public and online newspapers access daily news stories.

Big Three Online Media

According to their Web sites,' the Chosun llbo and the joongAng llbo, two major newspapers in South Korea, took the initiative in developing news sites. In October 1995, the Chosun llbo established the DigitatChosun (<http://prchosun.com/digital>), an affiliated company providing news on its Web site (<www.chosun.com>), and in the same year, the foongAng llbo set out to release news through its news site, Joins.com {<www. joins.com>). Like the Yonhap News Agency, the two newspapers post English editions on their Web sites. In press releases," the Chosun llbo reports that its circulation size is 2.38 million copies per day and that it has 1,080 employees, while the joongAng llbo has a circulation of 1.95 million copies and 584 employees. Given their circulation size, the Chosun Ubo is the leading newspaper and the joongAng llbo is the second largest newspaper in South Korea.

The parameters of agenda-setting research have expanded from the question of who sets the public agenda to that of who sets the media agenda. This expansion has resulted in three major areas: media agendasetting, public agenda-setting, and policy agenda-setting studies.' Media agenda-setting studies focus on media routines, including news diffusion, news selection, and emphasis. This area includes intermedia agenda-setting studies," which focus on examining the relationships among different media. Classical research on the influences among the news media emerged long before the concept of agenda setting was developed by McCombs and Shaw.'' The seminal work was Breed's'" study of why the
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news content of U.S. daily newspapers is similar. He found "an arterial process,"" which indicated that small newspapers sought guidance from wire services and larger newspapers. Since McCombs and Shaw'^ coined the term "agenda setting," the influence among the news media has been viewed as evidence of an intermedia agenda-setting process. In the coverage of a single issue and a political campaign, prestige newspapers led secondary newspapers and television networks, a finding similar to Breed's." For instance, the Neu> York Times' coverage of cocaine during 1985 and 1986 significantly influenced other media coverage of cocaine.'' During the 1990 Texas gubernatorial campaign, newspaper news agendas influenced television news agendas.'" Intermedia agenda-setting effects have also been found in advertising and the Internet. Political advertising exerted influence on the news agendas of newspapers and television networks."' The Nczo York Times, the Associated Press, and Reuters influenced the agendas of discussions on electronic bulletin boards.'' Commenting on the theoretical evolution of the agenda-setting processes, McCombs and Shaw"* defined a news agenda as any set of objects or a single object competing for the attention of the public or the media. This theoretical refinement has spurred an understanding of intermedia agenda-setting effects that has become more sophisticated through expansion in the scope of the research. In a study of the 1995 Spanish elections, Lopez-Escobar et al. explored the second level of agenda setting: "the transmission of attribute salience, both among the mass media and from the media to the public."'" They found that political advertising describing candidates' attributes influenced the agendas of the attributes in newspapers and television networks.

Influence of Wire Services

earliest studies of intermedia agenda-setting effects among national wire services and national daily newspapers date from the late 1940s to the 1960s,''' In a case study by White,-' "Mr. Gates," a wire news editor, was found to select or reject the wire stories subjectively, although the study did not consider which wire story category was more important than others. In addition to this limitation, time was named as a key aspect for usage of wire stories because more than half of the wire stories used by newspapers had been sent before 7 a.m.^- Given this frequent usage of wire stories by newspapers, national wire services influenced the issue agendas of small daily newspapers.^' Re-examining White's-^ case study. Snider'' found that the top seven news categories transmitted by wire services accounted for 87% of the total wire stories used by Mr. Gates. Despite the decrease in the number of wire services, newspapers tended to depend more on wire stories than before.^" Whitney and Becker-^ confirmed that wire services influenced which news category newspapers would select. Furthermore, Todd-" found that the top wire stories frequently appeared on the
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front page of daily newspapers and that news editors relied on wire services when news holes were tight. There have been great changes in the media landscape since the Online Wire advent of the Internet. In particular, the 1990s witnessed a proliferation Services of online newspapers.-" There were 5,400 online news sources worldwide and Online by April 2000, according to American journalism Reviezr's (<www.ajr.org>) Newspapers online database.^" Inspired by these changes in the media industry, many studies have focused on the communicative nature of the Internet. Roberts, Wanta, and Dzwo" noted that the Internet introduced a new dimension of technology and communication. Morris and Ogan identified the Web site as part of "asynchronous communication generally characterized by the receiver's need to seek out the site in order to access information."" Newhagen and Rafaeli further defined the nature of the Internet as "multimedia, hypertextuality, packet switching, synchronicity, and interactivity."^^ Regarding the development of online wire services and online newspapers, Reuters (<www.reuters.com>) and the online Yonhap News Agency (<www.yna.co.kr>) are typical online wire services that release daily news on a real-time basis. Some studies suggest that an online newspaper is "a publication available on the World Wide Web, a colorful platform provided by navigation software."^^ The characteristics of online newspapers include Hypertext Markup Language (HTML) and computer-assisted graphic toois that make it possible to update news on a computer screen." Online news services include "archives of past stories, searchable classified ads, hyperlinks to Web-based information databases, readers' forums, chat facilities, and e-mail contacts between readers and editors."'"' Despite the technological advantages, online newspapers are heavily dependent on print counterparts for their news stories. Martin^" found that news stories were moved from a newspaper's archive to an online newspaper without any significant changes in content. Singer'" found that 34% of the 4,786 print and online news stories in her study were provided by the Associated Press or in combination with other wire services. Despite informative descriptions, prior intermedia agenda-setting research on wire services and newspapers seldom considers a directional influence between wire services and newspapers at different points in time. However, previous studies of the influence of wire services on news media and the findings of the reciprocity of the intermedia influence'" provide a reasonable baseline for the prediction of this study. The following hypothesis is advanced. H: An online wire service has more influence on the issue agendas of major online newspapers than major online newspapers have on the issue agendas of an online wire service.
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Method

Online news stories are frequently updated, which poses some challenges for analyzing tbe content on the Web. As a solution, McMillan recommends "identifying the units to be sampled."*"* Therefore, this study clarifies the following categories: the sampling frame, time frame, context unit, and coding unit. The sampling units include the news stories to which the online news media give more weight than other stories. Those news stories are likely to refiect the issue agendas of the online news media. This is consistent with the rationale in the study by McCombs and Shaw," which focused on tbe correlation between voters' key issues concerning the 1968 presidential campaign and corresponding news stories. The issue agendas of the online Yonhap News Agency (<www. yna.co.kr>) consist of news stories released between 5 a.m. and 8 a.m., Korean time. This time period was chosen because at this time of each day, the online wire service posts its top news stories of the day on its news site. The issue agendas of major online newspapers consist of news stories tbat lead the online Yonhap News Agency, making it "play second." These stories are limited to those posted on tbe first main section of Chosun.com (<www.chosun,com>) and the online loongAiig llbo {<bttp://news.joins.com>). The first main section is defined as tbe center part of each newspaper's Web site, excluding a side menu and tbe second section, which are divided from tbe first section by formatting lines. Tbe two Korean online newspapers' stories were downloaded from tbe first section of their news sites between 5 p.m, and 8 p,m., Korean time. During this time period, the Korean wire service routinely checks the stories of other newspapers each day to decide whether to follow them. These two online newspapers were selected because they are the leading online newspapers in South Korea, according to Alexa Internet's (<www.alexa.com>)" Top 500 Sites. Tbe sampling frame of tbe news stories from the three online news media was from 1 January 2003 to 31 December 2003, The time frame was a period of two constructed weeks from 6 April 2003 tbrough 10 June 2003. The two constructed weeks were used because they allow more reliable estimates of one-year news media issues as a population," Tbis study used a table of random numbers for tbe two constructed weeks. Tbe context unit was tbe Web site of eacb of the three online news media, wbile coding units were tbe number of news stories of each Web site, Tbe unit of analysis was tbe frequency of issue agendas of tbe news stories. The independent variable was tbe issue agenda of tbe online Yonhap News Agency and the dependent variables were the issue agendas of Cbosun.com and tbe online JoongAng llbo. On tbe basis of prior studies,^"" tbis study defined an issue agenda as a single topic or a set of specific topics in news stories tbat the three online news media give more weigbt to than otber stories. Each issue agenda was coded in terms of tbe dominance of eacb story. An extensive list of issue or topic categories was developed according to previous literature,*'^ Tbe list consist-

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TABLE 1
issue Agendas of the Online Wire Service
Time ] Rank 1. 2. 3. Number of Stories Economy Nadonal Crime Human Interest Labor North Korea Intemational Internet Health-SARS Education Environment Sa>ul City Culture Sports War on Iraq Accident/ disaster Military 81 13 12 7 6 5 Time 2 Rank 1. 2. 3. 4. 5. 6. 8. 8. 8. 10. Economy National Crime North Korea Labor Environment International Health-SARS Human interest Seoul City Education Culture Sports Internet War on Iraq Accident/disaster Military Number of Stories 97

4. 5. 7.
7.

7. 9.5 95

n5

12.5

5 5 3 3 2 2
2 2 1 0 0 149

n.5 n.5
13.5 13.5 15.5 15,5 17.

125 125 15. 165

16.5 Total

24 16 9 7 6 5 5 5 4 3 3 2 2 1
1 0 190

Note: Time 1: 6 April 2003-6 May 20()3 (one constructed week, including 6 April, 11 April, 16 April, 21 April, 26 April, I May, and 6 May). Time 2; 11 May 2[)O3-1U June 20(13 (one cnnstmctod week, including 11 May, 16 May, 21 May, 26 May, 31 May, 5 June, and 10 June),

ed of 17 issues, including national news, the economy, and crime. These agendas were ranked in order for comparison of them. This study used cross-lagged correlations, the Rozelle-Campbel! baseline, and partial correlations. These are reliable procedures for examining the causal relationship between two variables during the two time periods.*'' The baseline was "the level of correlation to be expected on the basis of the autocorrelations and synchronous correlations alone."^^ Few prior studies have investigated intermedia agenda-setting effects between an online wire service and online newspapers during two specific time periods. Thus, this study divided the two constructed weeks into two time lags, such as Time 1 and Time 2, and limited each time lag to one constructed week. Partial correlations were calculated because they illustrated a sharper picture of the relationship among the issue agendas. The author did al! of the initial coding. Two additional coders, who are Korean graduate students, performed intercoder reliability tests on 10% of the total samples. Training of the two coders included pilot tests of the sample news stories. The author had additional meetings with the coders until they agreed with the clarity of the measurement. Intercoder agreement, determined on the basis of Holsti's formula,'** was .90. The total sample size of the online wire stories and the online newspaper stories during the two constructed weeks was 611. Among them.
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Tune 1 Rank
1.

TABLE 2 Issue Agendas of the Two Online Newspapers Time 2 Number of Stories Rank National North Korea Crime Economy War on Iruiq Education Health-SARS Labor International Sports Accident/disaster Military Human Interest Environment Seoul City Internet Culture
27 24 22 10 10 9 1. 2. 3. 4. 5. 6. 7.

Number of Stories
42

2.
3. 4.5 4.5 6. 7. 8. 9.

8 5
2 1 1 1 1 0

8.5 8.5
11. 11. 11,

11,5 11.5 11.5 11.5 15.5 15.5 15.5 15.5 Total

0 0
0 121

13.5 13.5 16.

16. 16.

National Crime Economy North Korea Education Military Sports Labor Accident / disaster Environment Intemational Health-SARS Seoul City Internet War on Iraq Human Interest Culture

29 22 15 10
8 7 5 5 2 2

2
1 1 0
0 0 151

Noff: The two online newspapers include Chosun.com and the online joongAng Ubo.

online wire stories totaled 339, an average of 24 stories per day. The total sample size of the stories of the two Korean online newspapers during the 13 days was 272, an average of 21 stories per day. Online newspaper stories on 11 April 2003 were not downloaded because of a coding error. As shown in Table ! and Table 2, "Economy," "National," and "Crime" were the top three topics for the online wire service at Time 1 and Time 2, For the two newspapers, "National," "North Korea," and "Crime" were the top three at Time 1, with "National," "Crime," and "Economy," at Time 2. Table 3 and Table 4 illustrate the issue agendas of an individual online newspaper. The top three topics of Chosun.com and the oniine joongAng llbo overlapped with the combined agendas of the two online newspapers. This study used the top seven topics in the cross-lagged analysis because they comprised 92% of the total agendas of the three news media. Figure 1 shows that the issue agendas of the online wire service at Time 1 were strongly correlated (.798) with those at Time 2. The relationship of the issue agendas was much stronger in the two online newspapers (.905). The two online newspapers more strongly influenced (.826) the issue agendas of the online wire service than did the online wire service (.610), The partial correlations in Figure 2 sharpen this relationship. The partial correlation between the issue agendas of the online newspapers at Time 1 and the online wire service at Time 2 was ,878. However, the partial correlation (.556) between the issue agendas of the online wire 304
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TABLE 3 Issue Agendas ofCJiosun ,com

Time 1 Rank Number of Stories National North Korea Crime Economy War on Iraq Health-SA1 Education Intemational Labor Military Intemet Accident/disaster Human Interest Environment Setiul City Sports Culture 12 12 8 Time 2 Rank Number of Stories National Economy Crime North Korea Education Military Accident/disaster Labor Sports Intemational Environment Health-SARS Seou! City Intemet War on Iraq Human Interest Culture 20 15 11 6

1. 1. 3.
iri

5. 5. 7. 85 8.5
10. 14. 14.

5 5
5 3 2 2

1. Z 3. 4. 6. 6. 6.
8. 10. 10. 10. 13.

4
4 4 3 2

1
0 0

2
2 1 1

14.
14. 14. 14. 14. Total

0
0 0

0 0 55

13. 13. 16. 16. 16.

1 0 0
0 76

service at Time 1 and the online newspapers at Time 2 was below the baseiine (.566). Thus, the online newspapers influenced the issue agendas of the online wire service. In particular, the issue agendas of the online joongAng Jibo at Time 1 had a significant influence (.730) on those of the online wire service at Time 2. The reverse partial correlation was below the baseline (.648). This study predicted that an online wire service would have a causal influence on the issue agendas of major online newspapers. According to Figure 1 and Figure 2, this hypothesis was not supported. To the contrary, the two online newspapers influenced the issue agendas of the online wire service. In addition, Chosun.com had a strong influence on the issue agendas of both the online JoongAng llbo and of the online wire service.

This study examined the causal relationship among the issue agendas of an online wire service and the two major online newspapers in South Korea. Disproving the hypothesis in this study, the two Korean online newspapers strongly influenced the issue agendas of the online wire service, and the opposite directional influence was not supported. A leading online newspaper influenced the issue agendas of both the secondary online newspaper and the online wire service. The findings of this study provide insights into intermedia agenda-setting effects in the online news environment. First, previous studies*'' argued that wire services influenced the issue agendas of newspapers. However, they seldom considered the influence of newspapers on the issue agendas of wire services. In this study, the online
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TABLE 4 Issue Agendas of the Online JoongAng llbo

Time 1 Rank 1. 2. Number of Stories National Crime North Korea Education War on Iraq Economy Health-SARS Latx)r Accident/disaster Sports Human Interest Intemational Culture Environment Se<.>ul City Military [ntemet 15 14 Time 2 Rank 1. 2. 3. 4. National Crime North Korea Economy Education Sports Military Uibt)r Accident/disaster HealthSARS Intemational Environment Seoul City Human Interest War on Iraq Intemet Culture Number of Stories

3.
4. 5.5

12
6 5

22 18 9 7
6

5.5
7.5 7.5 10. 10. 10. 14.5 14.5 14.5 14.5 14.5 14.5 Total

5
3 3
1

5. 6. 7.
8. 9.5 9.5 14. 14.

5 4
2
]

1 1

0 0
0

14.
14. 14.

0 0
0
66

14.
14.

1 0 0 0 0 0 0 0 75

joongAng Illni and Chosun.com had a causal influence on the issue agendas of the online Yonhap News Agency. This finding contradicts previous studies'" that support a strong influence for wire services. The fact that the two online newspapers are leading news sites in South Korea according to Alexa Internet (<www.alexa.com>)''' may be one possible explanation. The online wire service is likely to crosscheck major news sites in order to verify news judgment for "big stories." Such behavior by the online wire service reflects the nature of news: the need for consensus among different news media.^^ Another explanation may be found in the structure of the issue agendas of the three online news media. According to Table 1, the online wire service's issue agendas focused on the economy at Time 1 (81) and at Time 2 (97). By contrast, the two online newspapers maintained an overall balanced diet of the top four topics or issues: "National," "Crime," "North Korea/' and "Economy."" This difference in a diet of issue agendas contributes to the strong influence of the online newspapers on the issue agendas of the online wire service. On the one hand, Chosun.com, the leading online newspaper, affected the issue agendas of the secondary online newspaper. This result is likely to be related to the tendency of oniine newspapers to depend on their print counterparts' contents. Online news stories are moved from a newspaper's archive without any significant changes in content.^ Prior findings showing that leading newspapers influence the issue agendas of trailing newspapers^^can be applicable to online news media. On the other hand, the online wire service affected the issue agendas of Chosun.com because its partial correlation (.791) was above the

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FIGURE 1 Results of Cross-Lagged Correlations between the Top Seven Issue Agendas
Time I Online wire service Time 2 Online v^ire service

Online newspapers

..6.lQ..rt!>: Online newspapers .905 Rozelle-Campbell Baseline = +.566 Time 2 Online wire service

^^^_

Time 1 Online wire service

Chosun.com

Chosun.com .861 Rozelle-Campbeil Baseline = +.522 Time 2 Online wire service

Time 1 Online wire service

Online JoongAng llbo

Oniine JoongAng llbo .982 Rozelle-Campbell Baseline = +.648

Time 1 Chosun.eom

561

Time 2 Chosiin.eom

Online JoongAng Ilbo

Online JoongAng llbo .982 Rozelle-Campbell Ba.seline = +.822

Hote: Top seven issue agendas include "Economy," "National," "Crime," "Human Interest," "Labor," "North Korea, International, and Internet (tied for the seventh rank)/' as shown in Table 1. Bold lines indicate values are above the baseline.

baseline (.522). Previous findings'^ showing that national wire services influenced the news agendas of daily newspapers may be applied to the online news environment. Practically, the influence of the online wire service is linked to its news policy of making its stories the major news stories during the day, as shown in its press release data.^' However, the online wire service had limited effects. Part of the reason for this includes the process of data collection in this study, which used different downloading times for wire stories and newspapers stories. The findings of this study focus on intermedia agenda-setting effects across online media. The first- and second-level agenda-setting effects among online news media need further examination. OverA CRO.SS-L^GCED ANALYSIS or AGENDA SETTING

301

FIGURE 2 Results of Partial Correlations between the Top Seven Issue Agendas
Time 1 Online wire service Time 2 Online wire service

^75*8.--

Online newspapers

..i^Afe-^rt^ Online newspapers .905 Rozelle-Campbell Baseline = +.566 Time 2 Online wire service

^^__.

Time 1 Online wire service ^

^798

Chosun.com

J..^l--7^^^^ Chosun.com .861 Rozelle Campbell Baseline = +.522 Time 2 . Online wire .service .73X

(^T7

Time 1 I wire service C

J98

Online JoongAng Ilbo

^^^^^ t^Z-.

~~"^^^ .-^355.7^^

Online JoongAng Ilbo

.982 Rozelle-Campbell Baseline = +.648 Time 1 Chosnn.com Time 2 Chosun.com .38f Online JoongAng Ilbo Online JoongAng Ilbo .982 Rozelle-Campbell Baseline = +.822 Noil-. Bold lines indicate values are above the baseline.

_^861

shadowing this study is the unanswered question, "What contingent conditions influence the process of building the issue agendas or selecting news stories?" How conservative or liberal news policy influences the issue agendas of online wire services or onJine newspapers also needs further investigation. Competition is a major factor that leads newspapers to frequently use wire stories.''" Major newspapers tend to use more wire stories under competitive conditions.'^" This study cannot argue an explicit causality between the ieading online newspaper and the secondary online newspaper and the online wire service because their cross-lagged and partial correlation coefficients were above the baseline, as shown in Figure 1 and Figure 2. Future studies need to address this issue by using different data. This
SS COMMUNICATION QUAP-TEKIY

study did not download the news stories of the two online newspapers on n April 2003 because of a coding error. However, the effects of this coding error on the results are minimal because the two online newspapers influenced the issue agendas of the online wire service despite those missing stories. In sum, in the online news environment, the major online newspapers exert a causal influence on the issue agendas of the online wire service, although the wire service has limited effects. Contingent conditions, including a diet of news stories, news policy, and competition, may change the directional influence among the three online news media. The leading online newspaper influenced other online news media. This finding expands prior studies of the influence of major newspapers on secondary newspapers. NOTES 1. Barrie Gunter, News and the Net (New Jersey: Lawrence Erlbaum Associates, 2003). 2. "2003 Annual Report," Ministry of Information and Communication in South Korea, retrieved 25 January 2004, at <http://www.mic.go.kr/ index.jsp>. 3. Hans-Bernd Brosius and Hans M. Kepplinger, "Linear and Nonlinear Models of Agenda Setting in Television," Journai of Broadcasting & Electronic Media 36 (1, 1992): 5-23. 4. "About Us," Yonhap News Ageticy, retrieved 5 December 2005, at <http://english.yna.co.kr/Engservices/6800000000.html>. 5. "Company History," Chosun.com, retrieved 5 December 2005, at <http://www.chosun.com/homepage/html/dc eng.html>; "The History of JMN," joins.coin, retrieved 5 December 2005, at <http://help. joins.com/joongang/eng/co_history.html>. 6. "The Chosun llbo by Numbers," Chosun.com, retrieved 5 December 2005, at <http://pr.chosun.com/chosun english/history. asp>; "The Numbers Tell the Story," joins.com, retrieved 5 December 2005, at <http://help.joins.com/joongang/eng/co_pride6.html>. 7. Everett M. Rogers, James M. Dearing, and Dorine Bregman, "The Anatomy of Agenda-Setting Research," journal of Communication 43 (spring 1993): 68-84; Gerald M. Kosicki, "Problems and Opportunities in Agenda-Setting Research," journal of Communication 43 (spring 1993): 100-27; Maxwell E. McCombs and Donald L. Shaw, "The Evolution of Agenda-Setting Research: Twenty-five Years in the Marketplace of Ideas," Journal of Communication 43 {spring 1993): 58-67. 8. McCombs and Shaw, "The Evolution of Agenda-Setting," 9. Maxwell E. McCombs and Donald L. Shaw, "The Agenda-Setting Eunction of Mass Media," Public Opinion Quarterly 36 (2,1972): 176-87. 10. Warren Breed, "Newspaper Opinion Leaders and Processes of Standardization," journalism & Mass Communication Quarterly 32 (summer 1955): 277-84. 11. Breed, "Newspaper Opinion," 277.
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