Özet:

Present study explores intermedia agenda setting on political issues of Pakistan. Three Pakistani English dailies (print media) and Twitter (Social Media) is selected for the study. Data from selected newspapers has been collected using keywords search method from Lexis Nexis and data from Twitter has been collected using APIs. A codebook was created to measure the frequency of topics receiving attention both in print and social media. YoshiKoder software was used to set up content categories. Computer assisted content analysis was performed to test intermedia agenda-setting using one day time lag. Data has been analyzed using cross-lagged correlation and Rozelle-Campbell baseline formula to establish a causal direction in the intermedia agenda-setting. Findings reveal that issue frequencies over twitter and newspapers are highly correlated. Twitter top trends received significant attention in the next day’s print media papers. Cross-lagged correlation results of The News International (r=0.896), The Nation (r=0.876), and Express Tribune (r=0.836) validated study’s hypothesis, “It is more likely that there is a significant correlation between Social Media Agenda and Traditional Print Media Agenda with a time lag of one day.” Examination of Twitter posts has revealed that a significant number of Twitter posts are direct replication of newspaper stories and/or video footage from TV channels. Similarly, more and more news reporters, anchors, writers, columnists, and independent journalists are using Twitter to discuss exclusive stories. Politicians use Twitter as their major connection point for both public and media. Tweets are flashed as breaking news on channels and reported prominently on newspapers, and the same published news stories and footage become tweets.

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