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Briefly Comment on the Communication Research Report----Agenda Setting and Issues Salience Online

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Research Assignment One Briefly Comment on the Communication Research Report ----Agenda Setting and Issues Salience Online With rapid advancement of new communication technologies, people currently can freely and actively express their own opinions in the new media. For example, the Internet has dramatically changed the ways in which some individuals receive news and information, this is very big different from the traditional forms of communication. However, there are some correlation links between traditional mass communication ways and modern new technology ways(Kotcher,1992;Rubin, 1994). Roberts M, Wanta, W and Dzwo, T (2002) examined one aspect of the Internet: electronic bulletin boards (EBBs). The objective of this study is to investigate if traditional news media sources have an agenda-setting impact on the discussions taking place on the EBBs. In other words, the purpose of the study is to examine the agenda-setting process and the role it may play on the Internet. ...read more.


Like mail studies, it is difficult to insure the desired person actually answers the survey. - Not representative of the population. The Internet population has a slight bias towards younger, more computer literate users, though this is changing all the time and becoming more representative of the population. - Long surveys are more difficult. The personalities of today's online users makes it difficult to coerce respondents into completing long surveys. - Not a "mainstream" research methodology, yet. With more experience and comparative analyses of online surveys versus mail and telephone results, online surveys should reach the same level of acceptance as other methodologies. For this research, the researchers use EBBs which has the above weaknesses too. For the research's method, the researchers use five steps (Roberts, 2002, P456-458): The first step imperative examines whether traditional news media sources have an agenda-setting impact on the discussions taking place on the EBBs. ...read more.


By quantitative research, the researchers concluded: " The results demonstrate the usefulness of examining the rule the Internet plays in the agenda-setting process. Media coverage apparently can provide individuals with information to use in their Internet discussions. As the Internet continues to become an important source of information, it also will become an important area for mass communication researchers." (Roberts, 2002, P464). The report also recommended" future research should link other mass communication theoretical approaches with Internet usage". Despite the research has some definite problems; online research has many more advantages than disadvantages. When surveying populations, which mimic the demographics of online users, online research can be a primary means of information collection. With other populations, online research can be effective as a supplement to more traditional survey approaches or as a quick impression of your customers (much like qualitative approaches are used). For outlook, as the Internet continues to grow in popularity, investigations of the content of information being sent online similarly will increase in importance. The study takes an important step in linking the Internet to a mainstream mass communication theory. ...read more.

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