Political agenda setting is the part of agenda-setting research that refers to the influence of the media agenda on the agenda of political actors. More precisely, the central question of political agenda-setting research is whether political actors adopt the issue agenda of the news media in various aspects ranging from communicating about issues that are prominently discussed in the news media to prioritizing issues from the news media agenda in political decision making. Although such effects have been studied under different labels (agenda building, policy agenda setting) for several decades, research in this field has recently increased significantly based on a new theoretical model introducing the term political agenda setting. Studies based on that model usually find effects of media coverage on the attention political actors pay to various issues, but at the same time point to a number of contingent conditions. First, as found in research on public agenda setting, there is an influence of characteristics of news media (e.g., television news vs. print media) and issues (e.g., obtrusive vs. unobtrusive issues). Second, there is an influence of characteristics of the political context (e.g., government vs. oppositional parties) and characteristics of individual politicians (e.g., generalists vs. specialists). Third, the findings of studies on the political agenda-setting effect differ, depending on which aspects of the political agenda are under examination (e.g., social media messages vs. political decision making).
Analysing inter-media agenda setting influence between Social media and electronic media; a perspective from Pakistan
