İletişim Teknolojilerindeki Dönüşümün Gündem-Belirleme Sürecine Etkisi Üzerine Kuramsal Tartışmaların Değerlendirmesi

Year 2021, , 29 - 58, 31.12.2021

Prof. Dr. Cem Yaşin Yaşin , Muharrem Cetın , Can Cengiz , Büşra Sönmez

https://doi.org/10.53495/e-kiad.955772

Abstract

Son yıllarda medya teknolojilerindeki gelişmeler, özellikle yeni medyanın ortaya çıkışı kitle iletişim araştırmalarında köklü bir dönüşümü beraberinde getirmiştir. Etki çalışmaları özelinde bakıldığında gerek kitle iletişim araştırmalarının, gerekse de izleyicilerin yaşadığı dönüşümün iletişim araştırmalarında anlamlı bir karşılık bulduğu görülmektedir. Bu çalışmada amaç, internet içerikleri ve özellikle Twitter odaklı gündem belirleme yaklaşımı çalışmalarında kuramın geçirdiği dönüşümlerin incelenmesidir. Söz konusu araştırmalardaki kuramsal inşa ve araştırmaların metodolojik tasarımının ortaya konulması çalışmanın temel amacıdır. Bu kapsamda 16 çalışma üzerinde yapılan incelemede; gerek birinci düzey, gerekse ikinci düzey gündem belirleme araştırmalarında önemli araştırma alanlarından biri olan Twitter ve diğer yeni medya mecralarının üçüncü düzey gündem belirleme araştırmalarında da önemli bir yer edindikleri görülmektedir. Üçüncü düzey gündem belirleme ve ağ analizi çalışmalarının, özellikle seçim kampanyalarına anlamlı bir ilgi göstermekle birlikte, toplumsal hareketlere de önem verdikleri dikkat çekmektedir. İncelenen araştırmalarda sadece sıradan kullanıcılara değil, siyasal ve kurumsal aktörlere de odaklanılmaktadır. Ancak yeni iletişim teknolojilerine yönelik gündem belirleme çalışmalarının, keskin bir farklılaşmaya işaret ettiğini söylemek son derece zordur.

Keywords

üçüncü düzey gündem belirleme, sosyal medya, twitter, ağ analizi, yeni iletişim teknolojileri

Evaluation of Theoretical Discussions on the Effect of Transformation in Communication Technologies on the Agenda-Setting Process

Abstract

Developments in media technologies in recent years, especially the emergence of new media, have brought about a radical transformation in mass communication research. In terms of impact studies, the transformation experienced both by mass communication research and by the audience find a meaningful response in communication studies. This study aims to examine the transformations that the theory has undergone in the agenda setting studies focusing on internet content and especially Twitter. The main purpose of the study is to reveal the theoretical construction and methodological design of the researches examined. In this context, it was seen in the examination of 16 studies that Twitter and other new media channels, which are one of the most important research fields of both first level and second level agenda setting studies, have an important place in third level agenda setting researches. Although third-level agenda setting and network analysis studies show a significant interest especially in election campaigns, social movements also have a notable place in these studies. The research studies examined focus on political and institutional actors as well as ordinary users. However, it is extremely difficult to say that agenda-setting studies for new communication technologies point to a sharp differentiation.

Keywords

third level agenda setting, social media, twitter, network analysis, new communication technologies

References

• Atwater, T., Fico, F., & Pizante, G. (1987). Reporting on the State Legislature: A Case Study of Inter-Media Agenda-Setting. Newspaper Research Journal, 8(2), 53–61.
• Bennett, W. L. ve Iyengar, S. (2008). “A New Era of Minimal Effects? The Changing Foundations of Political Communication.” Journal of Communication 58(4): 707–31.
• Boyle, T. P. (2001). Intermedia Agenda Setting in the 1996 Presidential Election. Journalism & Mass Communication Quarterly, 78(1), 26–44.
• Bruns, Axel. 2008. Blogs, Wikipedia, Second Life, and beyond: From Production to Produsage. New York: Peter Lang.
• Cengiz, C. ve Yaşın, C: (2019, 5 Eylül). Üçüncü Düzey (Ağ) Gündem Belirleme. Erişim adresi (2020, 15 kasım): http://yenimedya.info/2019/09/05/the-third-level-network agenda-setting/
• Chadwick, A. (2011). The Political Information Cycle in a Hybrid News System: The British Prime Minister and the “Bullygate” Affair. The International Journal of Press/Politics, 16(1), 3–29.
• Chaffee, S., & Metzger, M. (2001). The end of mass communication. Mass Communications and Society, 4, 365–379.
• Cheng, Y. (2016). The third-level agenda-setting study: an examination of media, implicit, and explicit public agendas in China. Asian Journal of Communication, 26(4), 319–332.
• Cheng, Y. Ve Chan, C.M. (2015), The third level of agenda setting in contemporary China: tracking descriptions of moral and national education in media coverage and people’s minds Int. J. Commun., 9, 1090-1107
• Cohen, B. C. (1963). The Press and Foreign Policy, Princeton, Princeton University Press,
• Coleman, R., McCombs, M., Shaw, D., ve Weaver, D. (2009) Agenda Setting. İçinde: Karin Wahl-Jorgensen ve Thomas Hanitzsch (Ed.). The handbook of journalism studies. London, New York: Routledege, 147-160.
• Conway, B.A., Kenski, K. Ve Wang, D. (2015),. The rise of twitter in the political campaign: Searching for intermedia agenda-setting effects in the presidential primary Journal of Computer-Mediated Communication, 20 (4), 363-380.
• Ghanam, S. (1997), Filling in the Tapestry: The Second Level of Agenda Setting. (Maxwell McCombs; Donald L.Shaw ve David Weaver (ed.)), Communication and Democracy (s.3-14) içinde., Mahvah, New Jersey: Lawrence Erlbaum Associates, Inc.,Publishers.
• Groshek, J., & Groshek, M. C. (2010). Agenda trending: Reciprocity and the predictive capacity of social networking sites in intermedia agenda setting across topics over time. Media and Communication, 1, 15–27.
• Guo, L. & McCombs, M. (2011). Toward the third-level agenda-setting theory: A network agenda-setting model. Paper presented at the association for education in journalism and mass communication’s annual conference, St. Louis, MO.
• Guo, L. (2012) The Application of Social Network Analysis in Agenda Setting Research: A Methodological Exploration, Journal of Broadcasting & Electronic Media, 56:4, 616-631.
• Guo, L. & Vargo, C. (2015). The Power of Message Networks: A Big-Data Analysis of the Network Agenda Setting Model and Issue Ownership, Mass Communication and Society, 1-20.
• Guo, L, Mays, K. & Wang, J. (2017): Whose Story Wins on Twitter?, Journalism Studies, 1-23.
• Jenkins, H. (2006). Convergence Culture: Where Old and New Media Collide. New York: New York University Press.
• Jungherr, A. (2014), The Logic of Political Coverage on Twitter: Temporal Dynamics and Content, Journal of Communication, 1-21
• Kaplan, S. (2005). Cognitive maps in perception and thought. In R. M. Downs & D. Stea (Eds.),Image and environment: Cognitive mapping and spatial behavior (pp. 63–78). Chicago, IL:Aldine.
• Ku, G., Kaid, L. L., & Pfau, M. (2003). The Impact of Web Site Campaigning on Traditional News Media and Public Information Processing. Journalism & Mass Communication Quarterly, 80(3), 528–547.
• Kurt Lang, K. ve Lang, G.E.(1966). "The Mass Media and Voting," İçinde: Bernard Berelson and Morris Janowitz, (ed.), Reader in Public Opinion and Communication, 2nci baskı, New York: Free Press.
• Lim, J. (2006). A Cross-Lagged Analysis of Agenda Setting among Online News Media. Journalism & Mass Communication Quarterly, 83(2), 298–312. Marchetti, R., & Ceccobelli, D. (2016). Twitter and Television in a Hybrid Media System. Journalism Practice, 10(5), 626-644. doi:10.1080/17512786.2015.1040051
• McCombs , M. (1975). Agenda setting: A newperspective on mass communication. Keynote address presented at Mohawk Valley Community College, Utica, N Y .
• McCombs , M. ve Bell, T. (1996). The agenda setting role of mass communication. In Michael Salwen & Don Stacks (Ed.), An integrated approach to communication theory and research (.93 – 110). Mahwah, N J: Erlbaum.
• McCombs , M. ve Estrada, G. (1997). The news media and the pictures in our heads . In Shanto Iyengar & Richard Reeves (Ed.), Do the media govern? Politicians , voters , and reporters in America (pp. 237 – 247). Thousand Oaks, CA: Sage.
• McCombs , M. ve Masel-Walters, L. (1976). Agenda setting: A new perspective on mass communication. Mass Communication Review, 3(2), 3 – 7 .
• McCombs , M. ve Schulte, H. (1975). Expanding the domain of the agenda-setting function of mas s communicati on. Montreaux , Switzerland: World Associati on for Public Opini on Research.
• McCombs, M. E., & Shaw, D. L. (1993). The evolution of agenda setting research: Twenty-five years in the marketplace of ideas. Journal of Communication, 43, 58-67.
• McCombs, M. ve Shaw, D. L. (1993). The Evolution of Agenda-Setting Research: Twenty-Five Years in the Marketplace of Ideas. Journal of Communication, 43(2), 58–67. doi:10.1111/j.1460-2466.
• McCombs, M.; Shaw, D.L. ve Weaver, D. (1997), Communication and Democracy, Mahvah, New Jersey: Lawrence Erlbaum Associates,Inc.,Publishers.
• McCombs, Maxwell (2005), Setting Agenda, İkinci Baskı, Cambridge: Politiy Pres.
• McCombs, Maxwell E., Shaw, Donald L., Weaver, David H. (2014). “New Directions in Agenda-Setting Theory and Research” Mass Communication and Society 17 (6): 781–802.
• McCombs,M.E. ve Shaw D L. (1972), “The Agenda-Setting Function of Mass Media“, The Public Opinion Quarterly, Vol. 36, No. 2. (Summer, 1972), 176-187.
• Metzgar, E., &Maruggi, A. (2009). Social media and the 2008 U.S. Presidential Election. Journal of New Communications Research, 4, 141–165.
• Neuman, R.W., Guggenheim, L, Mo Jang, Set al. (2014) The dynamics of public attention: Agenda-setting theory meets big data. Journal of Communication 64(2): 194–214.
• Nielsen, R. K., & Schrøder, K. C. (2014). The Relative Importance of Social Media for Accessing, Finding, and Engaging with News. Digital Journalism, 2(4), 472-489. doi:10.1080/21670811.2013.872420
• Palmgreen, P., & Clarke, P. (1977). Agenda-Setting With Local and National Issues. Communication Research, 4(4), 435–452.
• Perlmutter, D. D. (2008). Political Blogging and Campaign 2008: A Roundtable. The International Journal of Press/Politics, 13(2), 160-170
• Protess, D.L. ve McCombs,M.E. (Ed.)(1991), Agenda Setting Reading on Media, Public Opinion, and Policymaking, Hillsdale, New Jersey: LawrenceErlbaum Associates,Inc.
• Reese, S. D., & Danielian, L. H. (1989). A closer look at intermedia influences on agenda setting: The cocaine issue of 1986. P.Jç Shoemaker (Ed.) Communication campaigns about drugs: Government, media, and the public, (47-66.) içinde. Routledge.
• Rogers, E. M., nearing, J. W., and Bregman, D. (1993):The anatomy of agenda-setting research. Journal of Communicatiori, 4(2), 68-84.
• Sayre, B., Bode, L., Shah, D.,Wilcox, D., & Shah, C. (2010). Agenda setting in a digital age: Tracking attention to California Proposition 8 in social media, online news, and conventional news. Policy & Internet, 2, 7–32.
• Su, Y. & Jun Hu (2020): A territorial dispute or an agenda war? A crossnational investigation of the network agenda-setting (NAS) model, Journal of Information Technology & Politics. 1-19
• Su, Y, Jun Hu & Danielle K.L. (2020): Delineating the Transnational Network Agenda-Setting Model of Mainstream Newspapers and Twitter: A Machine-Learning Approach, Journalism Studies, 1-22
• Takeshita, Toshio (1997), “Exploring hte Media’s Roles in Defining Reality: From Issue-Agenda Setting to Attribute- Agenda setting”, Communication and Democracy, Ed.Maxwell McCombs; Donald L.Shaw ve David Weaver, Mahvah, New Jersey: Lawrence Erlbaum Associates, Inc.,Publishers.
• Tien Vu, H, Guo, L. & McCombs, M. E. (2014). Exploring “the World Outside and the Pictures in Our Heads”: A Network Agenda-Setting Study. Journalism & Mass Communication Quarterly. 91(4). 670-687.
• Turk, J. V. (1985). "Information subsidies and influence." Public Relations Review 11(3): 10-25.
• Turk, Judy VanSlyke. (1986). Public relations' influence on the news. Newspaper Research Journal, 7, 15-27.
• Vargo, C.J. & Guo, L. (2016). Networks, Big Data and Intermedia Agenda Setting: An Analysis of Traditional, Partisan, and Emerging Online U.S. News. 1-25.
• Weimann, G. & Brosius, H.B. (2017). Redirecting the agenda: Agenda-setting in the online Era. The Agenda Setting Journal, Vol. 1(1), 63–101.
• Wu, H. D., & Coleman, R. (2009). Advancing Agenda-Setting Theory: The Comparative Strength and New Contingent Conditions of the Two Levels of Agenda-Setting Effects. Journalism & Mass Communication Quarterly, 86(4), 775–789.
• Yaşın, C. (2008), “Gündem Belirleme Kuram ve Araştırmalarının Tarihsel Gelişimi”, Medya Gündem Belirleme Kuram Ve Araştırmaları, Der. Cem Yaşın, Ankara: Yargı Yayın Evi.