Özet:

The current study analyzes Inter-Media agenda setting between Twitter and Newspaper websites in the political sphere. As a data collection method, keyword searches were used. Lexis-Nexis was used to collect data from newspaper websites, while Twitter APIs were used to collect data from social media. The study’s goal is to put inter-media agenda-setting to the test by using a one-day time lag between Twitter and newspaper websites. The cross-lagged correlation and Rozelle-Campbell baseline are used to assess the significance of Twitter agenda influence on the contents of newspaper websites. Overall, the results show that there is synchronization between Twitter and newspaper websites when it comes to political coverage (Express Tribune r=0.843, The Nation r=0.734, and The News International r=0.828). These shards of evidence support the research study’s hypothesis: “It is more likely that there is a bi-directional agenda setting sequence in the case of Pakistani political issues between social media and newspaper websites.” It also suggests that social media and traditional media are becoming more integrated. According to the study, Twitter was also used to create a priming effect by activating “Ottoman Empire” nostalgia. In light of the study’s findings, the integrated Inter-Media agenda setting model is proposed. This model integrates the agenda creation and accumulation processes.

Anahtar Kelimeler: