Intermedia agenda setting in the 1996 presidential election

This study of the 1996 presidential election analyzed political television advertisements, three major newspapers, and television network newscasts to determine what - if any - intermedia agenda-setting influences existed. Th e study analyzed 116 political advertisements, 818 newspaper stories, and 1 01 network news stories. Support was found for the influence of tile major party candidate advertisements on the news agenda. Specifically, some influ ence of the traditional party challenger was found on the network televisio n newscasts and all three of the the major newspapers analyzed. Also, as in previous campaigns, the majority of news coverage focused on the political horse race.