Cognitive bonding and the German reunification: Agenda-setting and persuasion effects of mass media

Traditional media effects research has identified two important perspective s referring to the cognitive and persuasive dimension of effects. Bridging between the two fields, the present study, which was conducted during the G erman reunification process, analyzes their relationship with regard to the agenda-setting approach and the transfer of media evaluations. In a dynami c view, the concept of 'cognitive bonding' forms the theoretical background for a replication of earlier work on this topic. Results indicate an inter dependency of cognitive and persuasive media effects. Perceptions of issue importance are related to opinion formation, but the influence is rather sm all across time. Media effects ale moderate in general but are more pronoun ced for respondents who have a high need for orientation concerning politic al issues.