Second-Level Agenda Setting in the New Hampshire Primary: A Comparison of Coverage in Three Newspapers and Public Perceptions of Candidates

Abstract

Second-level agenda setting was examined during the New Hampshire primary through a comparison of Gallup poll responses and coverage in three newspapers in the region. Results show that John McCain was covered much more positively than George W. Bush. The findings also show that respondents linked four of six cognitive attributes (issues, personal characteristics) to candidates in direct proportion to media coverage. The results show less support for media influence on the affective (positive) attributes individuals linked to candidates.