The Effect of the Internet on Homogeneity of the Media Agenda: A Test of the Fragmentation Thesis

Abstract

This study tests competing hypotheses about whether diversification of news channels results in fragmentation of public opinion and decline in media power to provide the public with common subjects to think and talk about. Employing a content analysis of blog posts and mainstream media news stories during the 2004 presidential campaign, this study finds that the blog agenda is similar to that of mainstream media. Furthermore, political blogs cover the election with virtually the same agenda, regardless of their liberal or conservative political leaning. People are likely exposed to a fairly stable agenda across mainstream media and Internet news outlets, despite the diversification of information channels.