Agenda-setting i reverse agenda-setting w środowisku nowych mediów. Podstawy teoretyczne i wyniki badań empirycznych (2013–2017)
Agenda-Setting and Reverse Agenda-Setting in the New Media Environment. Theoretical Approach and Research Results (2013–2017)

Summary/Abstract: The development of new media environment requires adequate verification of the results of previously known media effects research. Agenda-setting theory is one of these classic approaches that should be discussed using new types of (public and media) agendas in order to determine their dependencies. Thus the goal of this article is to verify the basic assump-tion of agenda-setting theory and its modification, that is the reverse agenda-setting concept in an online media environment. The results of empirical data showed that the agenda-set-ting theory is still a relevant approach when observing the dependencies between the public agenda and media agenda, which means that media agenda (measured by the frequency of publications of online opinion forming dailies devoted to the selected issues) is statistically significantly dependent on public agenda (measured by public opinion surveys concerning the same issues). The reverse agenda-setting dependency has been observed for the new type of public agenda, that is search agenda (measured using Google Trends application), which proved to be statistically significantly dependent on online news media (opinion forming dailies) agenda.

• Details
• Contents