chapter  7
12 Pages

Political Advertising's Influence on News, the Public, and Their Behavior

As each generation of communication researchers has written about the world as they see it, few concepts have endured the repeated empirical testing that agenda setting has undergone. The process of agenda setting has exhibited a unique durability despite the rapid proliferation of mass communication message delivery channels. This notion of how media are influential has endured due to its most simple premise, the transfer of salience. The agendasetting process is about the transfer of salience in varying degrees of time among specified segments of information consumers.