Advancing Agenda-Setting Theory: The Comparative Strength and New Contingent Conditions of the Two Levels of Agenda-Setting Effects

Abstract

Survey and content analysis data from the 2004 presidential election were used to examine relative strength of first- and second-level agenda setting. Second-level candidate attributes exert a stronger agenda-setting influence on the public than does the salience of issues. More striking is the difference in effect sizes on voting intention. Respondents' perception of candidates' traits has a stronger agenda-setting effect and is a better predictor of voting intention than candidates' issues stance. Additionally, a new contingent condition for second-level effects was confirmed: negative information has more power to transfer the media's agenda of candidate attributes to the public.