Agenda Diffusion: An Integrated Model of Agenda Setting and Interpersonal Communication

Abstract

The present study proposes a model of agenda diffusion as an explanation for inconsistencies in agenda-setting research. We suggest that interpersonal communication plays a pivotal role in a two-step process in which the media agenda diffuses first from the mass media to media users, and then from these via interpersonal communication to non-users. We present findings from a field study to provide empirical evidence for the reality of agenda diffusion and discuss theoretical, analytical, and methodological implications for further agenda-setting research.