The Powerful Role of Interpersonal Communication in Agenda Setting

Abstract

The effects of interpersonal communication in agenda setting have been consistently but inconclusively investigated since McCombs and Shaw (1972) proposed the theory. We know that the media set the agenda of those who are media reliant, but indirect effects of 2-step flow in the agenda-setting process have not been established. This study investigated whether people who rely more on interpersonal communication have the same news and public affairs agenda as people who rely more on mass media. A local random survey using a novel reliance measure was matched with an extensive media content analysis. No differences in public agenda were found between the 2 information reliance groups. The findings prompt a reconceptualization of how news and public affairs information flow through audiences and form the basis of public opinion.