Proposing Emotion as a Dimension of Affective Agenda Setting: Separating Affect into Two Components and Comparing Their Second-Level Effects

  title={Proposing Emotion as a Dimension of Affective Agenda Setting: Separating Affect into Two Components and Comparing Their Second-Level Effects},
  author={Renita Coleman and H Denis Wu},
  journal={Journalism \& Mass Communication Quarterly},
  pages={315 - 327}
  • R. Coleman, H. D. Wu
  • Published 1 June 2010
  • Psychology
  • Journalism & Mass Communication Quarterly
This study expands the theory of second-level agenda setting to include emotion as affect and seeks to understand its valence. Three important findings emerged; first, the media's emotional-affective agenda corresponds with the public's emotional impressions of candidates; second, negative emotions are more powerful than positive emotions even when the topic is not a negative “problem”; and third, agenda-setting effects are greater on the audiences' emotions, defined as feelings, than on their… 
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