Beyond Cognitions

Abstract

In an effort to advance agenda-setting theory in the web environment, this study examined shifts in newswire coverage and search interest among Internet users in President Obama during the first two years of his administration (2009-2010). Both the volume and valence of media coverage influenced search attention, with volume exerting a stronger effect. Coverage volume was also driven by search trends. The impact of coverage volume on search was relatively stronger than the reverse, though it moved at a slower pace. These findings suggest a reciprocal, more complex process of salience transmission online.