Personal Experience Versus Media Coverage: Testing the Issue Obtrusiveness Condition of Agenda-Setting Theory in a Developing Country

Abstract

Issue obtrusiveness has long been considered a condition in agenda-setting effect of mass media. Public’s perceived salience of news issues has been found to be more strongly influenced by mass media for unobtrusive issues than obtrusive issues. This study measures the issue obtrusiveness contingency in a developing country by comparing public perception of 10 different issues with varying levels of obtrusiveness. The findings support the original issue obtrusiveness contingency, and add that the public in developing countries report salience of obtrusive issues based on their own personal experience rather than from media exposure.

Keywords

agenda-setting media effect international communication mass communication theories

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