Structural Equation Models for the Analysis of the Agenda-Setting Process

Agenda setting is the most prominent concept in the analysis of media effects in election campaigns. In a secondary analysis, contingent conditions of political agenda setting (need for orientation, interpersonal communication, issue-specific sensitivity) were tested against direct exposure and content effects of newspapers and television. The results of a series of structural equation models consistently support the audience effects model of agenda setting. Media agenda setting in an election campaign was primarily restricted by media characteristics. For an `obtrusive' issue (social security), no media effect was found. Instead, issue sensitivity is a strong (indeed the only) predictor of awareness of this issue. For an `unobtrusive' issue (foreign affairs), media agenda setting is shaped by interpersonal political communication. Newspaper agenda setting is dependent upon a high degree, television agenda setting upon a low degree, of interpersonal communication about politics.