Assistant Professor, Mass Communication, University of Bridgeport, College of Public and International Affairs, USA
Online published on 20 March, 2014.
Agenda Setting Effect and Political Predisposition Effect are two latent constructs in a structural model and that they covary while saliencies in both of them compete to predict a third latent variable, voting for President Obama. The analysis concludes with three findings: (1) The relationship between the political predisposition of an individual and the agenda setting effect of media on the individual is more likely to be negative covariance. (2) An individual's political predisposition is more likely to be an extrapolator of the individual's voting behavior. (3) The agenda setting effect of media may have insignificant direct causal priming impact on voting decisions made by individuals. An individual's political predisposition tends to act as an effective impeding force to media effects on the individual's voting decision.
Agenda setting, covariance, political predisposition, priming, voting behavior
