초록

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Abstract ▼ AI-Helper

This study examines the second level agenda setting process and the priming effects in the new media environment. Specifically, it explores the online media"s agenda-setting effects on five different attributes of the global warming issue, and the effects" influence on people"s shaping their own eva...

This study examines the second level agenda setting process and the priming effects in the new media environment. Specifically, it explores the online media"s agenda-setting effects on five different attributes of the global warming issue, and the effects" influence on people"s shaping their own evaluative dimension relative to the issue. By exposing three groups of subjects, respectively, to three kinds of online newspaper (High, Medium and No Exposure) stimuli, the experiment attempts to determine (1) if there are attribute agenda setting effects in the digital era, and (2) if the attribute salience transfer affects the priming effects. The rank order correlations between the stimuli and the subjects" opinion on the attributes after the exposure to the stimuli support the attribute agenda setting effects of the online newspaper. A paired T-test found the priming effects of the online newspaper on the subjects. Additionally, regression analyses show the association between the attribute salience transfer and the priming effects. While the study employs the closed experimental setting, the results open a new challenge to revise and apply the methods to the actual environment. Making such a challenge may well broaden our knowledge to understand the digital media environment and its phenomena.

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