The Young and Agenda-less? Exploring Age-related Differences in Agenda Setting on the Youngest Generation, Baby Boomers, and the Civic Generation

Abstract

This study examined agenda-setting differences between those aged 18 to 34 and two older generations. Using two surveys with statewide random samples and content analyses for each, it found that the agenda of issues important to young adults was correlated with the media's issue agenda (rho= .80 and .90). For the heaviest Internet users, who were more likely to be in the two youngest age groups, the correlation was .70. Although the youngest generation used traditional media such as newspapers and television significantly less frequently than older generations, and used the Internet significantly more often, this differential media use did not eliminate the agenda-setting influence.