Intermedia Agenda Setting Effects between Twitter and Geo News: An Analysis of Zainab Murder Case

Abstract

Intermedia agenda-setting examines the relationships between different media platforms. The initial studies in this field probe the agenda-setting influences within traditional media such as newspapers, television, or radio. With the advent of the internet, the paradigm of this research has since shifted to investigating the intermedia agendasetting influences between social and traditional media. A greater agenda-setting power is found to rest with the traditional media. Despite these results, scholars claim that social media still possess the potential to set agendas, as it depends on the nature of the issue. This research studies how social media influences traditional media in issue-based agenda setting. Two media platforms; Twitter and Geo Television are used to gather data for a period of 12 days strategically divided into four phases of intermedia influence. The data collected is coded in terms of issues and attributes identified through a quantitative content analysis using correlations to calculate the Roselle Campbell Baseline values. These values then determine if there is any influence of Twitter over Geo TV. Three hypotheses are formulated where all three are supported by the results reflecting a positive cross-lagged correlation. Rank Order is also used to determine the distribution of issues and attribute agenda. For the attribute agendas, the results are consistent with the existing research that claims that intermedia agenda setting does not necessarily have to take place on the second level.