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Englishthesis52307..Pdf (1.264Mb) Battleground Blog: Analyzing the 2006 U.S. Senate Campaign Blogs through the Lenses of Issue Ownership, Agenda setting, and Gender Differences Kristin N. English Thesis submitted to the faculty of the Virginia Polytechnic Institute and State University in partial fulfillment of the requirements for the degree of Master of Arts In Communication John C. Tedesco, Chair Andrew Paul Williams Rachel L. Holloway May 7, 2007 Blacksburg, VA Keywords: Agenda setting, Issue Ownership, Gender Differences, Blogs, Senate Campaign, Incumbent/Challenger Strategies, Content Analysis. Copyright 2007, Kristin N. English Battleground Blog: Analyzing the 2006 U.S. Senate Campaign Blogs through the Lenses of Issue Ownership, Agenda setting, and Gender Differences Kristin N. English (ABSTRACT) The 2006 Congressional elections included some of the closest elections in recent history. Party control was on the line in both houses of Congress. As a result, candidate message strategies were subject to intense scrutiny by media and voters alike since each election played a significant role in determining which party would control the Senate. This thesis employs a content analysis of ten candidate-controlled blogs from five 2006 U.S. Senate elections to evaluate candidate issues, incumbent and challenger strategies, and message tactics used by the candidates to reach a wide classification of voters. The entire population of posts from the ten candidate blogs (N = 474) was included in this analysis. The thesis assesses candidate blog strategies and candidate gender differences through the theoretical perspectives of the issue ownership framework, agenda setting, and incumbent and challenger strategies. Findings show evidence of intercandidate agenda setting through blogs, general adherence to assumptions of the issue ownership framework, and offer foundations for future communication research focused on candidate blogs. Recommendations for future research include a more expansive study of all campaign blogs as well as an intermedia agenda setting study to measure systematically the influence of blogs on other media. iii Table of Contents Abstract............................................................................................................................................ii Table of Contents............................................................................................................................iii List of Tables..................................................................................................................................iv List of Figures................................................................................................................................vii Author‟s Acknowledgements.......................................................................................................viii Introduction......................................................................................................................................1 2006 U.S. Senate Election Contexts................................................................................................7 Theoretical Foundations.................................................................................................................17 Prior Research................................................................................................................................26 Method...........................................................................................................................................33 Results............................................................................................................................................42 Discussion......................................................................................................................................67 References......................................................................................................................................80 Tables.............................................................................................................................................89 Appendix......................................................................................................................................125 Vitae.............................................................................................................................................136 iv List of Tables Table 1: Election Sample.................................................................................................................9 Table 2: Petrocik‟s Issue Ownership Categories...........................................................................22 Table 3: Combined Issue Frequency Totals: Ten U.S. Senate Candidate Blogs During the 2006 General Election (Labor Day to Election Day) with Top Five Ranks in Parentheses...................89 Table 3.1: Combined Issue Frequency Totals: Talent's Candidate Blog During the 2006 General Election (Labor Day to Election Day)...........................................................................................90 Table 3.2: Combined Issue Frequency Totals: McCaskill's Candidate Blog During the 2006 General Election (Labor Day to Election Day)..............................................................................91 Table 3.3: Combined Issue Frequency Totals: Ensign's Candidate Blog During the 2006 General Election (Labor Day to Election Day)...........................................................................................92 Table 3.4: Combined Issue Frequency Totals: Carter's Candidate Blog During the 2006 General Election (Labor Day to Election Day)...........................................................................................93 Table 3.5: Combined Issue Frequency Totals: Santorum's Candidate Blog During the 2006 General Election (Labor Day to Election Day)..............................................................................94 Table 3.6: Combined Issue Frequency Totals: Casey's Candidate Blog During the 2006 General Election (Labor Day to Election Day)...........................................................................................95 Table 3.7: Combined Issue Frequency Totals: Tarrant's Candidate Blog During the 2006 General Election (Labor Day to Election Day)...........................................................................................96 Table 3.8: Combined Issue Frequency Totals: Sanders' Candidate Blog During the 2006 General Election (Labor Day to Election Day)...........................................................................................97 Table 3.9: Combined Issue Frequency Totals: Cantwell's Candidate Blog During the 2006 General Election (Labor Day to Election Day)..............................................................................98 v Table 3.10: Combined Issue Frequency Totals: McGavick's Candidate Blog During the 2006 General Election (Labor Day to Election Day)..............................................................................99 Table 4.1: Within Candidate Issue Frequency Correlations by Week through the General Election Phase (Labor Day to Election Day) for Jim Talent (MO).............................................100 Table 4.2: Within Candidate Issue Frequency Correlations by Week through the General Election Phase (Labor Day to Election Day) for Claire McCaskill (MO)...................................101 Table 4.3: Intercandidate Issue Agenda Correlations For Blog Posts Throughout the General Election (Labor Day to Election Day) in Missouri......................................................................102 Table 4.4: Within Candidate Issue Frequency Correlations by Week through the General Election Phase (Labor Day to Election Day) for John Ensign (NV)...........................................103 Table 4.5: Within Candidate Issue Frequency Correlations by Week through the General Election Phase (Labor Day to Election Day) for Jack Carter (NV).............................................104 Table 4.6: Intercandidate Issue Agenda Correlations For Blog Posts Throughout the General Election (Labor Day to Election Day) in Nevada........................................................................105 Table 4.7: Within Candidate Issue Frequency Correlations by Week through the General Election Phase (Labor Day to Election Day) for Rick Santorum (PA).......................................106 Table 4.8: Within Candidate Issue Frequency Correlations by Week through the General Election Phase (Labor Day to Election Day) for Bob Casey, Jr. (PA)........................................107 Table 4.9: Intercandidate Issue Agenda Correlations For Blog Posts Throughout the General Election (Labor Day to Election Day) in Pennsylvania...............................................................108 Table 4.10: Within Candidate Issue Frequency Correlations by Week through the General Election Phase (Labor Day to Election Day) for Rich Tarrant (VT)...........................................109 Table 4.11: Within Candidate Issue Frequency Correlations by Week through the General vi Election Phase (Labor Day to Election Day) for Bernie Sanders (VT).......................................110 Table 4.12: Intercandidate Issue Agenda Correlations For Blog Posts Throughout the General Election (Labor Day to Election Day) in Vermont......................................................................111 Table 4.13: Within Candidate Issue Frequency Correlations by Week 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