Anne-Sophie Lindvold Cand.Merc.(kom.) Copenhagen Business School Who affects whom? An agenda setting analysis of the news media and politicians’ social media intermedia agenda setting effects during the 2015 European election Anne-Sophie Lindvold Kandidatafhandling: Cand.merc.(kom) Copenhagen Business School 2016-06-01 Vejledt af: Anne Vestergaard Anslag: 163.983 normalsider: 80 1 Anne-Sophie Lindvold Cand.Merc.(kom.) Copenhagen Business School Abstrakt ”Nyhedsmediet og politikkernes sociale mediers indvirkning på hinandens agenda setting under EU-valget i 2015” Formålet med denne afhandling er at undersøge, hvilken indflydelse og påvirkning nyheds mediet og de sociale medier har på hinanden i udviklingen af en specifik nyhed. Specialet tager udgangspunkt i agenda setting teorien, som er baseret på opfattelsen af at nyhedsmedierne har en indflydelse på offentlighedens opfattelse af, hvad der udgør de vigtigste nyheder i en given periode. Dette vil blive sat i relation til, hvordan politikerne vælger at prioritere specifikke nyheder via posts og tweets på deres social medier. Til at belyse dette forhold tager afhandlingen udgangspunkt i en case study, der omhandler nyhedsmedierne og de sociale mediers dækning af det danske EU-valg i 2015. Her vil specialet søge at redegøre for de to medieplatformes prioriteringer af nyheder for valget i forhold til valg af emner og aktører samt de evalueringer, der bliver lavet om disse. Ydermere bestræber afhandlingen sig på at belyse, hvordan intermedia agenda setting teorien kan forklare det eventuelle samspil, der eksisterer mellem nyhedsmediet og de sociale medier. Undersøgelsen af ovennævnte er udfærdiget via en indholdsanalyse af de førnævnte medier, som derved kvantitativt vil vise sammenhængen mellem nyhedsmedierne og de sociale mediers dækning af EU-valget i forhold til de vigtigste emner og aktører. Ligeså vil et udpluk af disse data blive analyseret kvalitativt ved hjælp af en tekstanalyse, der vil bidrage til at belyse de forskellige evalueringer og aspekter som nyhedsmedierne og de sociale medier danner under valget. Udfaldet af denne undersøgelse af nyhedsmedierne og politikkernes social medier prioriteringer i deres kommunikation af valget, vil komme med forslag til hvad resultatet kunne antyde omkring politikkernes social medier og nyhedsmediernes påvirkning af hinanden. Da analysen fandt ligheder i politikkerne og nyhedsmediernes måde at belyse og evaluere emner og aktører under valget, kunne dette antyde at nyhedsmedierne og politikkernes social media til en vis grad var påvirket af hinandens prioriteringer af emner og aktører under EU-valget. Dermed kan undersøgelsen være med til at præsentere en ide om, hvordan medier og politikkere påvirker hinanden og dermed politikkernes og nyhedsmediernes agenda setting. 2 Anne-Sophie Lindvold Cand.Merc.(kom.) Copenhagen Business School Table of Content Chapter 1. Introduction .................................................................................................. 5 1.1 Problem area .......................................................................................................... 6 1.2 Problem statement ................................................................................................. 6 1.4 The structure of the dissertation .......................................................................... 7 1.5 Literature review ................................................................................................... 8 Chapter 2.Theoretical analysis ..................................................................................... 10 2.1 Theoretical foundation for agenda setting processes ........................................ 10 2.1.1 Harold Lasswell’s linear communication model ............................................ 11 2.1.1.2 Implications with Lasswell’s’ model ................................................................ 12 2.1.2 Jürgen Habermas’ public sphere .................................................................... 13 2.1.2.1 Habermas’ public sphere in relation to social media ...................................... 14 2.1.2.2 Implications of Habermas public sphere in relation to social media. .............. 15 2.1.3 Summary ............................................................................................................. 16 2.2. Agenda Setting Theory ....................................................................................... 16 2.2.1 McCombs’ agenda setting theory and research .................................................. 17 2.2.1.1 The agenda setting levels ................................................................................. 18 2.2.1.1.1 First level agenda setting .............................................................................. 18 2.2.1.1.2 Second level agenda setting .......................................................................... 18 2.2.1.2 Implications with McCombs’ theory and research .......................................... 19 2.2.2 Expanding on agenda setting in relation to social media ................................... 19 2.2.2.1 Social media’s agenda setting effects on politicians’ campaigns .................... 20 2.2.2.2 Social media’s agenda setting effects in news media research ........................ 21 2.2.2.3 Intermedia agenda setting effects ..................................................................... 22 2.2.2.4 implications with the expansion of agenda setting .......................................... 23 2.2.3 Summary of theoretical foundation ..................................................................... 24 Chapter 3. Methodology & Empirical Data ................................................................. 26 3.1 Theory of science .................................................................................................. 26 3.1.2 Social Constructivism ......................................................................................... 26 3.1.2.1 Limitations to social constructivism ................................................................ 27 3.2 Case study ............................................................................................................. 28 3.2.1 Introduction to the Danish EU-election in 2015 ................................................. 28 3.2.2 choice of case study as methodology .................................................................. 28 3.3 Empirical data ...................................................................................................... 30 3.3.1 secondary empirical data .................................................................................... 30 3 Anne-Sophie Lindvold Cand.Merc.(kom.) Copenhagen Business School 3.3.2 primary empirical data ....................................................................................... 30 3.5 Methodological reflection .................................................................................... 37 Chapter 4. Empirical Analysis ..................................................................................... 39 4.1 First level agenda setting in news media ............................................................ 40 4.1.1 Content analysis in first level agenda setting in news media .............................. 40 4.1.1.1 Issues in news media ........................................................................................ 40 4.1.1.2 Actors in news media ....................................................................................... 43 4.1.2 Textual analysis in first level agenda setting in news media .............................. 46 4.1.2.1 Issue in news media ......................................................................................... 46 4.1.2.2. Actors in news media ...................................................................................... 48 4.1.3 Summary of first level agenda setting in news media ......................................... 51 4.2 First level agenda setting in politicians’ social media ....................................... 51 4.2.1 Content analysis in first level agenda setting in social media ............................ 51 4.2.1.1 Issues in social media ....................................................................................... 52 4.2.1.2 Actors in social media ...................................................................................... 54 4.2.2.2 Textual analysis in first level agenda setting in social media .......................... 55 4.2.2.1 Issues in social media ....................................................................................... 56 4.2.2.3 Summary of first level agenda setting in social media .................................... 58 4.3 Second level agenda in news media and social media ....................................... 58 4.3.1 Second level agenda setting in news media ........................................................ 58 4.3.1.1 Content analysis in second level agenda setting news media .......................... 59 4.3.1.1 Issues in news media ........................................................................................ 59 4.3.1.2 Actors in news media ....................................................................................... 61 4.3.1.2 Textual analysis in second level agenda setting in news media ...................... 62 4.3.1.2.1 Issues in news media ..................................................................................... 63 4.3.1.2.2 Actors