The critical linkage between online and offline media - An approach to researching the conditions of issue spill-over

Pfetsch, Barbara; Adam, Silke; Bennett, W. Lance (2013). The critical linkage between online and offline media - An approach to researching the conditions of issue spill-over. Javnost - The Public, 20(3), pp. 9-22. Euricom

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In this article we argue that it is pressing to study the “hybrid media system” at the intersection of online and offl ine communication and its potential for agenda building. The topic is relevant because it is argued that the internet off ers new opportunities of public infl uence for challengers without access to political decision making. Except for single case studies, little is known about the conditions under which these actors succeed. Informed by the research on agenda building we tackle with the mechanisms of online-offline media agenda building and the conditions under which challengers succeed to produce issue spill-over into conventional mass media. We develop a theoretical framework for investigating the linkage between online communication and traditional mass media and discuss how our model translates into empirical research. We conclude that the nature of online networks is critical for spill-over, but also the issue itself and the structure of the political system.

Item Type:

Journal Article (Original Article)

Division/Institute:

03 Faculty of Business, Economics and Social Sciences > Social Sciences > Institute of Mass Communication Studies

UniBE Contributor:

Adam, Silke

Subjects:

300 Social sciences, sociology & anthropology

ISSN:

1854-8377

Publisher:

Euricom

Language:

English

Submitter:

Lena Floriana Studer

Date Deposited:

23 May 2014 11:39

Last Modified:

30 Nov 2019 15:26

BORIS DOI:

10.7892/boris.43333

URI:

https://boris.unibe.ch/id/eprint/43333

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