Think about it This Way: Attribute Agenda-Setting Function of the Press and the public's Evaluation of a Local Issue

This study examined the attribute agenda-setting function of the media, which refers to significant correspondence between prominent issue attributes in the media and the agenda of attributes among audiences. An opinion survey on a local issue and a content analysis of a local newspaper revealed that, by covering certain issue aspects more prominently, the media increase the salience of these aspects among audience members. We also found an important outcome of attribute agenda setting, attribute priming effects. Findings indicated that issue attributes salient in the media were functioning as significant dimensions of issue evaluation among audience members. This study concluded that the media, by emphasizing certain attributes of an issue, tell us “how to think about” this issue as well as “what to think about.”