The Agenda Setting Process and its Potential Attitudinal Effects

Abstract

Agenda setting is a well-documented process in the media effects tradition. It has a strong impact on what issues are perceived as important by the audience. However, there are indications that agenda setting may have an indirect effect on the attitudes. The current study tested the Elaboration Likelihood Model (The ELM) as a possible mechanism of attitude change that may be present in the agenda setting process. The experimental results did not confirm the overall impact of the ELM on attitudes, but it demonstrated separate attitudinal effects of ability operationalized as knowledge. Further, it was also argued that the agenda setting process may have an indirect effect on attitudes through the peripheral route of the ELM.