When Does the Public's Issue Agenda Affect the Media's Issue Agenda (and Vice-Versa)? Developing a Framework for Media-Public Influence

The agenda-setting literature has demonstrated the media's ability to set the issue agenda for the public. One byproduct of this work is that researchers have produced some evidence suggesting that the audience will, on occasion, set the issue agenda for the media. Given disparate sets of findings, researchers do not have a framework to better understand on which issues the media will set the agenda for the public and on which issues the public will set the agenda for the media. It is the goal of this article to provide empirical support for a framework suggesting that the events comprising issue areas predetermine the direction of influence between the media's and the public's issue agendas. Copyright (c) 2009 by the Southwestern Social Science Association.