Who let priming out? analysis of first- and second-level agenda setting effects on priming

Abstract

This study examines the first- and second-level agenda setting process and priming effects in the same experimental setting. Specifically, it explores the association between the two levels of agenda setting effects and priming effects. The main purpose of the study is to determine which of the two agenda setting effects better explains priming effects by using the global warming issue as the target object. By exposing three groups of subjects, respectively, to three kinds of pseudo online newspaper (High, Medium and No Exposure) stimuli, the experiment found that even if there were two levels of agenda setting and priming effects detected, second-level agenda setting effects were more closely connected to priming effects. With regard to the relationship between agenda setting and priming effects, it is recommended that various issues beyond the environment issue, which this study took, and their attributes should be tested in order to further understand media effects. © The Author(s) 2010.