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Mass media in the United States have historically evolved through three stages in which the content is aimed at the elites, then the masses, then specialized audiences. This evolution has recently been taking place within the news media, where Fox News is now being aimed at conservative viewers. The effect of the conservative content of Fox News on its viewership was examined. Findings from a survey show that Fox viewers are more polarized than other news consumers on several issues. Whether they watched Fox News or some other news program, however, the respondents consist- ently felt that the media were between good and fair in their coverage. Fox News viewers seem to be relatively satisfi ed with the news content they receive – or at least as satisfied as respondents who get their information from other sources.
EN
Much has changed in the area of agenda-setting research since the initial study by McCombs and Shaw during the 1968 U.S. Presidential election. The complexities of today’s world have led to several new challenges for agenda-setting research, both methodologically and theoretically. New technologies also have impacted the theoretical framework of agenda-setting effects. Despite the extensive previous research – recent estimates claim that there are between 400 and 500 agenda-setting studies – agenda-setting remains a timely (and timeless) theory with researchers continuing to examine new and important topics. Many of these new topics can be found in the accompanying studies. In this volume, studies have applied the agenda-setting theory in Spain, Poland, Turkey and Kosovo. Central Europe appears to be an ideal location for agenda-setting research, given the wide range of press freedom now being practiced in the former Communist countries. Some former Communist countries have granted the press a great deal of freedom.
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A framework for applying agenda-setting theory in an international news context is proposed. First-level agenda-setting would suggest that the more news coverage a nation receives, the more that nation will be viewed as being critically important to readers. Second-level agenda-setting meanwhile would suggest that the nature of the coverage, both attributes linked to a country and the tone of the coverage, would impact whether readers view the nation positively or negatively. The framework is employed through a content analysis of international news coverage in two Slovakian newspapers. The analysis shows the usefulness of the approach.
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