In Agenda-Setting Research, It Is Critical to Establish How Public

question 24

Essay

In agenda-setting research, it is critical to establish how public priorities lag behind the media agenda. Why is this distinction so important? What does it mean and how would you establish the presence of a lag through empirical research?

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Definitions:

To Inform

The act of providing relevant knowledge or conveying information to someone.

Nonpersonal Promotional Communication

Advertising or promotional activities that do not involve direct personal communication with consumers, such as TV ads or billboards.

Advertising

The action of calling public attention to products, services, or events, typically through paid announcements by an identified sponsor.

Sales Promotion

Marketing strategies aimed at increasing sales in the short term through incentives such as discounts, coupons, or special offers.