Intermedia Agenda Setting in the 1996 Presidential Election

Abstract

This study of the 1996 presidential election analyzed political television advertisements, three major newspapers, and television network newscasts to determine what—if any—intermedia agenda-setting influences existed. The study analyzed 116 political advertisements, 818 newspaper stories, and 101 network news stories. Support was found for the influence of the major party candidate advertisements on the news agenda. Specifically, some influence of the traditional party challenger was found on the network television newscasts and all three of the major newspapers analyzed. Also, as in previous campaigns, the majority of news coverage focused on the political horse race.