Agenda-Setting Dynamics in Complex Information Environments

This paper explores the agenda-setting dynamics in modern media environments. Previous research indicates that the proliferation of new information sources (e.g. digital media) has increased audience fragmentation. This may hamper agenda-setting effects, reduce the responsiveness of political actors, and therefore may overall diminish the effectiveness of election campaigns. But how much do news agendas actually diverge across media outlets? Does divergence lead to differential agenda-setting dynamics within specific segments of the electorate? To address these questions I focus on the two most recent German election campaigns analyzing the GLES media content and rolling cross-section survey data. The results show that there is considerable heterogeneity within the media and the public that produces highly complex dynamics of agenda-setting. The paper contributes to the research on agenda-setting and has important implications for our understanding of media and campaign effects within complex information environments.