Who Influences Whom? The Agenda-Building Relationship Between Political Candidates and the Media in the 2002 Michigan Governor's Race

Abstract

Building on previous research in the field of agenda-building by examining the relationships between candidates and the media, this study used content analysis to examine how the 2002 Michigan candidates for governor presented election issues in press releases, and the subsequent media coverage of the issues in Michigan newspapers. The analysis revealed positive cross-lagged correlations between candidate and media issue agendas at certain times of the campaign. While the current study suggests that certain news sources can have an influence on the subsequent media agenda, results indicated a reciprocal effect, indicating that candidates also run the risk of being influenced by the same media they are attempting to influence.