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Newspapers and Their Role in the Agenda-Setting Process" (1985)

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Newspapers and Their Role in the Agenda-Setting Process W&M ScholarWorks Dissertations, Theses, and Masters Projects Theses, Dissertations, & Master Projects 1985 Front-Page News: Newspapers and their Role in the Agenda- Setting Process Darby Dickerson College of William & Mary - Arts & Sciences Follow this and additional works at: https://scholarworks.wm.edu/etd Part of the Journalism Studies Commons, and the Political Science Commons Recommended Citation Dickerson, Darby, "Front-Page News: Newspapers and their Role in the Agenda-Setting Process" (1985). Dissertations, Theses, and Masters Projects. Paper 1539625313. https://dx.doi.org/doi:10.21220/s2-d8hz-cp45 This Thesis is brought to you for free and open access by the Theses, Dissertations, & Master Projects at W&M ScholarWorks. It has been accepted for inclusion in Dissertations, Theses, and Masters Projects by an authorized administrator of W&M ScholarWorks. For more information, please contact [email protected]. FRONT-PAGE NEWS: NEWSPAPERS AND THEIR ROLE IN THE AGENDA-SETTING PROCESS A Thesis Presented to The Faculty of the Department of Government The College of William and Mary in Virginia In Partial Fulfillment Of the Requirements for the Degree of Master of Arts by Angela Darby Dickerson 1985 APPROVAL SHEET This thesis is submitted in partial fulfillment of the requirements for the degree of Master of Arts C.X^ •• ,:>Q. \ j r I t e . ? ^ Angela Darby Dickerson Approved, August 1985 / u Ronald B. Rapopor(t/ J$in J. McMennon Jaj i i . DEDICATION: To Ron, Heather, Craig, and David For: Przyjazn, En continuan encouragement, Nuevas perspectivas, Fela hleahtor, And a year of memories which will not soon fade away. TABLE OF CONTENTS Page DEDICATION ......................................................... iii ACKNOWLEDGEMENTS ...................................... vi LIST OF TABLES ................................................... vii LIST OF FIGURES .................................................... ix ABSTRACT ......................................................... x CHAPTER I. THE NEWSPAPER IN AMERICAN SOCIETY ................ 2 The Decline of the D a i l y ? .................... 3 Government Adversary? .............................. 7 What Do the People Know? ........................... 8 The Influential Medium ........................... 10 N o t e s ................................................ 13 CHAPTER II. THE AGENDA-SETTING CONCEPT ......................... 16 The Concept of Agenda-Setting ..................... 17 Previous Agenda-Setting Studies • 22 Shortcomings of the Literature .................... 34 N o t e s ................................................ 44 CHAPTER III. METHODOLOGY ......................................... 48 Notes - 57 iv. CHAPTER IV. NEWSPAPERS AND THEIR DIFFERENCES ...................... 58 Item Source ............................................... 61 O w n e r s h i p ................................................. 76 Competitiveness ......................................... 93 C o n c l u s i o n ................................................ 103 N o t e s .................................................... 106 CHAPTER V. A TEST OF THE AGENDA-SETTING PROCESS ................... 113 The I s s u e s ................................................ 115 A Test of the "Mirror-Image" Hypothesis ............... 125 Audience Contingencies .................................. 134 C o n c l u s i o n ................................................ 142 N o t e s .................................................... 144 CHAPTER VI. CONCLUDING REMARKS ............................... .148 BIBLIOGRAPHY ........................................................... 152 v. ACKNOWLEDGEMENTS I would like to thank Professors Ronald Rapoport and John McGlennon for their help in preparing this thesis. Without their expertise and patience, this would could never have been completed. I would also like to thank Professor Jack Edwards and Mrs. Barbara Wright for their help in the preparation of this study. LIST OF TABLES Page Table A. Changes in the Number of Daily Newspapers and in Total Circulation........................................... 5 Table B. Item Source and Ownership..................................65 Table C. Item Source and Publication Time ...........67 Table D. Important Issues and Publication Time ............* 6 9 Table E. Item Source and Circulation S i z e ............ 70 Table F. Item Source and Political Affiliation....................-72 Table G. Item Source and Competitiveness .................... 74 Table H. Competitiveness and Circulation........................... 75 Table I. Item Source and Geographic Region .........................77 Table J. Trends in Newspaper Groups' Growth, 1900-1977 .......... 78 Table K. Ownership and Circulation . ................ 84 Table L. Ownership and Important Issues ...........................86 Table M. Ownership and Political Endorsements ................... 88 Table N. Chains and Political Endorsements ................. 90 Table 0. Chains and Political Affiliation ....................... 91 Table P. Newspapers Published Jointly in 22 Major Cities .... 95 TableQ. Competitiveness and Important Issues ........ 100 Table R. Competitiveness and Political Endorsements .......... 102 Table S. Major Media Events of October 1974 120 Table T. Issue Contingencies....................................... 122 Table U. Agenda-Setting and Social Welfare ..................... 128 Table V. Agenda-Setting and Public Order ......................... 129 Table W. Agenda-Setting and the Economy ......................... 130 Table X. Agenda-Setting and Foreign Affairs ................... 131 vi i . Table Y. Agenda-Setting and Watergate ......................... 132 Table Z. Audience Contingencies ............................. 139 viii. LIST OF FIGURES Page Figure 1. Crucial Variables in the Agenda-Setting Proces . 20 Figure 2. The Concept of Time Frame in Agenda-Setting . 39 Figure 3. Cities with Competing Newspaper Ownerships . 94 i x . ABSTRACT The purpose of this study is to examine several differences (such as ownership and degree of competitiveness) between American daily newspapers and to test the theory of media agenda-setting using newspapers. In order to conduct these inquiries, the 1974 Content Analysis Study and the 1974 American National Election Study were merged so that it would be possible to match respondents’ views about important national issues with the level of coverage they were exposed to on that same issue in the daily newrspaper they actually read during the campaign period. For the study of newspaper differences, several characteristics of the papers, such as circulation size and political affiliation, were examined to determine exactly howr much standardization and diversity there was in the newspaper industry in the mid-1970's. The results suggest that wrhile newspapers differ in some non­ substantive ways such as publication time and ownership type, they tend to cover the important issues facing the nation at about the same rate. For the agenda-setting study, it was assumed that the greater number of articles a person was exposed to on an issue, the more likely he would be to name that issue as an important national problem. It was discovered that the level of media exposure alone does not always influence readers’ perceptions of issue salience. Instead, many other variables, such as audience-contingencies (race, sex, party identification, etc.) and real-world cues (such as the actual level of crime in a community) must also be considered. FRONT-PAGE NEWS: NEWSPAPERS AND THEIR ROLE IN THE AGENDA-SETTING PROCESS CHAPTER I THE NEWSPAPER IN AMERICAN SOCIETY "All I know is just what I read in the papers." — Will Rogers In less than 300 years, American newspapers have gone through a remarkable series of transformations. Inventions in the areas of paper manufacturing, printing equipment, and newsgathering have changed the character of the daily newspaper. Once a few-page pam­ phlet read in the studies of the well-to-do, daily papers are now multi-section omnibuses perused by mainstream America: on street cor­ ners and at kitchen tables. Through its advertising, news columns, and editorials, the newspaper intimately associates itself with all of America’s major institutions. Items on business, politics, edu­ cation, the church, and marriage and the family, and sports are regu­ larly presented to the public for consumption. Newspapers bring the entire world to a person’s fingertips, making him privy to a mind- boggling amount of information. Newspapers are educators, trans­ mitters of knowledge, and liasons between the governing and the governed. While not the most exciting of media, newspapers are by far the most thorough and comprehensive. Chroniclers of the events of American society, newspapers aie important and fertile topics for investigation. 2. 3. The Decline of the Daily? With the advent of television news broadcasts, many people branded the daily newspaper as an obsolete medium, and the evi­ dence they put forth to support their claim was very convincing. Between 1950 and 1967, the years during which television experi­ enced its greatest growth in popularity, approximately one out of every five American newspapers suspended operation.^ The down­ ward trend did not end in the 1960’s, but continued on into the 1970’s and 1980’s. During the past ten years, no fewer than 119 daily newspapers have failed, and another 58 have had to merge with other papers. Moreover, by 1982, only 23 U.S. cities had o two or more separately owned
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