This paper was presented at the Association for Education in Journalism
and Mass Communication in Toronto, Canada, August 2004.
If you have questions about this paper, please contact the author
directly. If you have questions about the archives, email
[log in to unmask] For an explanation of the subject line, send email to
[log in to unmask] with just the four words, "get help info aejmc," in the
body (drop the "").
(Oct 2004)
Thank you.
Elliott Parker
************************************************************************
Do You Mirror Me?
- Intermedia Agenda Setting Effects among 8 Online Media in Korea
Paper Presented to International Communication Division
2004 Toronto Convention
Association for Education in Journalism and Mass Communication
For Markham Competition
by
Gunho Lee[1]
Doctoral Student
School of Journalism
College of Communication
The University of Texas at Austin
Phone and Fax: (512) 236 – 8043
Home Address: 3371 Lake Austin Blvd. Apt. D. Austin, TX. 78703
[log in to unmask]
Abstract: This study explores the intermedia agenda-setting effects among 8
Korean online newspapers, 5 of which are online extensions of traditional
media; one is an online edition of a wire service, and the other 2 are
"original" online newspapers, which were born on the Internet. Rank order
correlations revealed that some of the traditional media's online siblings
influence others of the same kind, while they have no such effect on the
original online newspapers. Original online newspapers and the wire service
showed weak agenda-setting effects on the traditional media's online
counterparts, but they do not have any agenda-setting effects on original
online newspapers.
Key Words: Agenda-Setting, Intermedia, Online Newspapers, Internet, Content
Analysis.
[1] School of Journalism, College of Communication, University of Texas at
Austin, 1 University Station A1000 (CMA 6.144), Austin, Texas, 78712-0113
Do You Mirror Me?
- Intermedia Agenda Setting Effects among 8 Online Media in Korea
Paper Submitted to International Communication Division
2004 Toronto Convention
Association for Education in Journalism and Mass Communication
For Markham Competition
Abstract: This study explores the intermedia agenda-setting effects among 8
Korean online newspapers, 5 of which are online extensions of traditional
media; one is an online edition of a wire service, and the other 2 are
"original" online newspapers, which were born on the Internet. Rank order
correlations revealed that some of the traditional media's online siblings
influence others of the same kind, while they have no such effect on the
original online newspapers. Original online newspapers and the wire service
showed weak agenda-setting effects on the traditional media's online
counterparts, but they do not have any agenda-setting effects on original
online newspapers.
Key Words: Agenda-Setting, Intermedia, Online Newspapers, Internet, Content
Analysis.
Do You Mirror Me?
- Intermedia Agenda Setting Effects among 8 Online Media in Korea
ABSTRACT
This study explores the intermedia agenda-setting effects among 8 Korean
online newspapers, 5 of which are online extensions of traditional media;
one is an online edition of a wire service, and the other 2 are "original"
online newspapers, which were born on the Internet. Individual rank order
correlations between issues presented in the earlier and later editions of
a day of these online newspapers for 20 days reveal that some of the
traditional media's online siblings influence others of the same kind,
while they have no such effect on the original online newspapers. Original
online newspapers show weak agenda-setting effects on the traditional
media's online counterparts, but they do not have any agenda-setting
effects on each other. The wire service does not have any agenda-setting
power on the original online media, while it shows a weak effect on the
traditional media's online editions.
INTRODUCTION
We are living in a world where information floods our senses more than
ever. The advances of new technologies including online services make this
deluge swell faster and fiercer.
While many scholars in the field of journalism studies have conducted
various studies, the academic explorations of journalism based on new
technologies are yet at their initial stages. This may be because such
technologies are changing the nature of journalism fields so drastically
that academia may not be able to follow such high-speed transitions.
However, taking an old Asian proverb "Nothing new exists without
previously accumulated experiences," we may catch up with some trends of
the new journalism by scrutinizing their phenomena through the eyes of
traditional media studies. This study is one of the attempts to understand
the latest contexts of the media by utilizing a now-traditional approach –
agenda setting: salience transfer from one entity to the other (McCombs and
Shaw, 1972).
Specifically, this study tries to see whether there are any agenda-setting
effects among online media. As some researchers of traditional media
noticed that there were some conventional media, which set the agendas of
other media (Shoemaker and Reese, 1996; Whitney and Becker, 1982), we can
assume that such effects are also present among the online media. Since the
online media presumably entail the traditional drive characteristic of news
services to provide important and interesting stories faster and more
accurately, it may be reasonable to assume that they make efforts to find
such stories, just as traditional media do. Additionally, the more intense
competition caused by the nature of online techniques, which allow rapid
updates of information, can cause online newspapers to struggle even more
intensely not to miss important stories. This struggle can lead them to
seek such stories not only from the field of raw facts and events, but also
frequently from other media's content, since news media are all supposed to
have carefully-selected information. Such news stories may be more
attractive sources than raw materials, especially for the online media,
which may need to best their competition to new information not only by
days but also by hours or even seconds. Consequently, intermedia agenda
setting can be one feasible phenomenon by which the online media try to
survive in this relatively new but more fiercely competitive field of
journalism.
AGENDA SETTING EFFECTS IN THE DIGITAL AGE
Since agenda-setting theory was launched by McCombs and Shaw's seminal
Chapel Hill study (1972), scholars worldwide have published more than 300
empirical studies exploring this theory (Graber, 2000; Lang and Lang, 1983;
McCombs et al., 2000; Perloff, 1998). For those 30 some years, maintaining
its central axiom – salience transfer from the media to the public –,
agenda-setting intellectuals have discovered and elaborated the details of
several aspects of the theoretical framework. Among those aspects are the
first level agenda setting (basic issue salience transfer), second level
agenda setting (attribute salience transfer), intermedia agenda setting
(salience transfer among the media), need for orientation (the
psychological explanation of the theory), and priming (the evaluative
dimension of the theory).
Originally, McCombs and Shaw explored the first level agenda-setting
effects of newspapers, news magazines, and television news. While being
developed into specific phases, most of the subsequent agenda-setting
research has also focused on the effects of such traditional mass media on
the public (Iyengar and Kinder, 1987; Wanta, 1997; Winter and Eyal, 1981).
Only a few studies have examined agenda-setting effects in the new media
environment. However, even those few studies are mainly limited to the
media's influence on the public. Among those, Wang (2000) found that the
salience of an issue – racism – covered in an online newspaper influenced
the salience of the issue among readers of the online newspaper. Althaus
and Tewksbury (2002) found that people exposed to the online New York Times
adjusted their agendas in response to that exposure and modified their
agendas differently than did readers of the print version of the New York
Times.
While such studies are more than welcome, it seems that more research is
desired, in terms of quantities and kinds of influence, to expand the
knowledge for understanding the media and their effects in the digital age.
In the contemporary communication environment, more than 4,000 newspapers
are online in the United States alone (http://newslink.org/news.html), and
more than 10,000 newspapers are listed and linked to onlinenewspaper.com's
Web page (http://www.onlinenewspapers.com), which contains newspapers
online from all over the world. And regarding the agenda-setting theory,
which is the focal point of this paper, the research should not be limited
to the phase of the relationship between the media and the public but also
expanded to other phases including the relationships among the media
themselves.
Among the phases of the theoretical development of agenda setting,
intermedia agenda setting focuses on relationships among the media, while
other phases are mainly related to the media's influence on the public.
Intermedia agenda setting refers to the idea that one medium's agenda sets
the other media's agenda (Lopez-Escobar et al., 1998; McCombs et al.,
2000). That is, if one medium publishes its stories, other media will
mirror the first medium's content and deal with the content in their
publications as importantly as in the original medium. Whitney and Becker
showed the wire service's influence on local media's agenda (1982). The
wire service's effect on other media refers back to the now classical
White's gatekeeper study (1950). Breed also showed such effects of the wire
services' agenda and pointed out the trends of local media's
standardization of news stories (1955). The effects were not limited to the
wire service or to a specific time and space. Reese and Danielian (1989)
indicated the New York Times' agenda setting role by illustrating that the
NYT's coverage of the drug issue was followed by the Washington Post and
the Los Angeles Times. Some television networks also followed the NYT's
choice. Semetko et al. (1991) showed the influence of the political parties
and the media themselves on American and British media election coverage.
Hwang (2000) studied the intermedia agenda-setting effects among nine
Korean newspapers by examining their first and last editions, and found
effects of potential standardization through the intermedia agenda-setting
process. As seen here and mentioned above, however, most agenda-setting
research including that on intermedia effects was limited to the
conventional media. Noting the lack of attention to new media, this study
attempts to explore the influence among the online media's agendas. In
particular, the issues or objects, the first level of an agenda, are of
interest in this paper.
RESEARCH QUESTION AND HYPOTHESES
This paper tries to find the answer for this basic question: Do the
intermedia agenda-setting effects exist among the online media? First of
all, to determine the existence of such effects, the online media in this
study refer to the daily news publications online. Generally, there are two
kinds of such media. One is the online versions of traditional news media
including newspapers, broadcasting, news magazines, etc. In short, it is a
sibling of the conventional medium. The other is the online publication
originally born in the virtual world of the Internet. Such a publication
originally targets netizens, and generally does not have regular print or
broadcasting siblings.
Among such online media, this study specifically focuses on "newspapers."
That is, the online versions of traditional newspapers and the online
newspapers originally created in the Internet were of interest. Since this
study deals mainly with news items, broadcasting content, which often
includes numerous entertainment features, was excluded.
In particular, this study examines eight online newspapers in Korea. Among
them, five are online extensions of traditional newspapers; one is the
online version of a wire service, and the other two are "original" online
newspapers, without major print editions, created for Internet users.
Detailed explanations of these online newspapers will follow later.
The main reason for choosing Korea for studying online journalism is that
the country is depicted as one of the strongest nations in terms of the
Internet infrastructure, including the broadband system, which allows
convenient access to the Internet. According to a news story based on a
report by the Korea International Trade Association in the Korea Times,
"The number of broadband Internet subscribers [in South Korea] was the
largest in the world, while South Koreans were found to be the second
biggest users of cyber shopping malls" (2003). An article in the Rocky
Mountain News, which is based on the United Nations' International
Telecommunication Union's information, reads, "The United States ranked
with 11th in broadband adoption, with seven subscribers for every 100
inhabitants. (No. 1 was South Korea, with 21.)" (2003). In a member's
speech recently given to the European Commission, which is responsible for
Enterprise and the Information Society, Korea was described as the best
nation for the broadband system (2003), which is a baseline for online
media. Seen in such evaluations made from a global stance, Korea has been
an early adopter of online technology and seems to have taken a strong
initiative in the online newspaper business. Consequently, Korea was chosen
as the target of this study for the intermedia agenda setting effects of
online news services.
More importantly, however, the quantity of media outlets and the media
market system mattered for this selection. There are nine "central (major)"
offline newspapers in Korea, each of which has its own online extension.
Different from the situations in the United States that do not have many
competing newspapers within one city, those Korean newspapers are
contending with each other to get information from the same or similar
sources and to get more subscribers by delivering the information faster
than the other newspapers. They are all based in Seoul, the capital of
Korea, where most of the political, economical, social and cultural
institutions reside. The wire service and online newspapers in this study
also have their headquarters in Seoul. These conditions seem to better fit
the purpose of this study than do those of other media in the United States
enjoying a monopoly in their own cities.
Out of these nine papers, five were chosen for this study. Four of them
were selected based on their circulation and history, which are relatively
wider and longer than those of the others. These four have traditionally
been regarded as the "Big Four." The other one was chosen because of its
progressive news angle, which is different from that of the Big Four.
Launched about 15 years ago, it is known as the leading liberal daily in
Korea (Menon, 2002). All five were morning papers.
The wire service, which was chosen, is the only medium of that kind in
Korea. It provides all kinds of news from politics to sports mainly to the
other media. After the emergence of the Internet, it now also provides news
to the general public through its online service.
The people in Korea consider the two "original" online newspapers,
included in this study, as phenomenal, since they supply the news with a
different "spin," compared to most traditional media. The stories are
regarded as more liberal than those of most traditional papers. But, more
importantly to the focus of this study, these two online newspapers present
themselves as "alternative" media working "on-line," differentiating
themselves from traditional media. They are the two major online papers
covering all the aspects of society from politics to sports. Further
explanation of these papers will be in the "Methods" section.
These situations of online media and earlier intermedia agenda setting
studies led to several hypotheses for this research. First of all, the
relations among the online versions of traditional newspapers came into
question. Then, the relationship between the two "original" online
newspapers, both born in the Internet, will be examined.
H1: News items covered in the earlier online version of a traditional
newspaper will be reported in the later online versions of the other
traditional newspapers with a similar level of salience.
H2: News items covered in the earlier version of an original online
newspaper will be reported in the later version of another original online
newspaper with a similar level of salience.
The "earlier version" here means the online paper's homepage, which
publishes news content earlier than the "later version." More detailed
features of these two versions will be discussed in the Methods section.
While the results of these hypotheses can show potential inter-relations
between the newspapers with the same origins (i.e., online or offline), it
will also be meaningful to see whether there are any agenda-setting effects
between the newspapers of different origins in the current society, where
so many dynamic media convergence takes place (Severin and Tankard, 2001).
H3: News items covered in the earlier online version of a traditional
newspaper will be reported in later versions of original online newspapers
with a similar level of salience.
H4: News items covered in the earlier version of an original online
newspaper will be reported in later online versions of the traditional
newspapers with a similar level of salience.
The agenda-setting power of wire services has been recognized in some
journalism literature (Breed, 1955; White, 1950; Whitney and Becker, 1982),
and it will be meaningful to determine whether such a power is still being
wielded by the wire services in the digital environment. Therefore, the
last two hypotheses will examine whether such a power of the wire service
still functions after the emergence and the media's adoption of the
Internet, extending the agenda-setting power of the wire service not only
to the online versions of the traditional media but also to the original
online newspapers.
H5: News items covered in the earlier online version of a wire service will
be reported in later online versions of the traditional newspapers with a
similar level of salience.
H6: News items covered in the earlier online version of a wire service will
be reported in later versions of the original online newspapers with a
similar level of salience.
These six hypotheses are illustrated in a more simplified version in the
figure below:
H1
Traditional Traditional
H5 Media Online Media Online
Wire
Service H4 H3
H6 Original Online Original Online
Media H2 Media
METHODS
To explore the relations among the online newspapers, this study employs a
rank order correlation. For the examination, the "main" headlines appearing
on the homepages of the online papers were collected, and the content of
the headlines was analyzed. In short, the online newspapers' main headline
was taken as the unit of analysis for this study. Additionally, some
interviews with online newspaper editors and reporters were conducted and
are reported here to substantiate the understanding of the environment of
the online media in Korea.
Online Newspapers
The online extensions of the traditional papers included in this research
were from Chosun Ilbo (http://www.chosun.com), Dong-A Ilbo
(http://www.donga.com), JoongAng Ilbo (http://www.joins.com), Hankook Ilbo
(http://news.hankooki.com), and Hankyoreh Shinmun (http://www.hani.co.kr).
The online edition of a wire news service came from the Yonhap News Agency
(http://www.yonhapnews.co.kr). The two "original" online papers were
OhmyNews (http://www.ohmynews.com) and PRESSian (http://www.pressian.com).
Established on March 5, 1920, the Chosun Ilbo has the longest history in
Korea. Following Chosun, Dong-A, established on April 5, 1920, has the
second longest history. Even though JoongAng began its service far later
(Sept. 5, 1965) than those two precursors, it competes successfully with
them for circulation. According to the Korea Audit Bureau of Circulation's
most recent report (http://www.kabc.or.kr/) published in July 2003, Chosun
has the most circulation of 2,382,429, followed by JoongAng (2,093,664) and
Dong-A (2,088,715). They are believed to be the most competitive newspapers
in Korea in terms of circulation.
Unfortunately, other major newspapers did not participate in the KABC's
inspection recently and regularly, so it was impossible to get the official
records for their circulation. Among the other major newspapers, only the
circulation (1,902,208) of Hankook Ilbo, which was established in June 9,
1954, was reported once in June 1997 by the KABC. Therefore, it was included.
Under the flag of a "Liberal Daily," citizen activists and journalists
fired in the 1970s for resistance against the military regime launched
Hankyoreh on May 15, 1988, and it is believed that this newspaper brought a
wider spectrum to the Korean media environment. Hankyoreh posits that its
current circulation is about 600,000.
In an annual poll conducted by the Sisa Journal
(http://www.e-sisa.co.kr/), a popular Korean weekly, these were chosen as
the five most influential newspapers in 2003. The online editions of these
five newspapers were launched during 1995 and 1996.
Yonhap News, the sole total news wire service in Korea, has served its
clients, who are mainly news media, since Dec. 11, 1980. It became the only
wire service after the merging and acquisition of several wire services in
Korea. Its Internet news service began Nov. 19, 1998, a little bit later
than those of the newspaper companies.
The original online newspapers were born later than the online versions of
traditional newspapers. OhmyNews, one of the leading online newspapers in
Korea, was officially launched Feb. 22, 2000. Pursuing liberal news
stories, according to its Web site, it has been chosen as the most
frequently visited "pure" online newspaper by some university news media.
It experiments with including news stories from "guerrilla reporters" (in
the general public). OhmyNews had presented stories written with 10,000
different by-lines, as of March 2003, according to a report of the New York
Times (2003). The paper was reported to have about 6 million page-views.
PRESSian, the other online paper in this study, was established on Sept.
24, 2001. As seen in its full name, "Press and Internet Alternative News,"
the initiators of this paper, generally from traditional newspapers, hunt
for a "fresh" angle on the issues. The publishers seek a more analytic and
evaluative spin on the news. It was reported that PRESSian has 400,000
daily visitors. OhmyNews and PRESSian were selected as the two most
powerful online newspapers by the Sisa Journal's 2003 poll.
Main Headline, the Unit of Analysis
The "main headline" refers to the headline appearing at the center or
upper-left corner of each online paper's homepage. Although each paper has
its own design, the main headlines were easily discerned because the
section, which holds the main headlines, is separated by the lines dividing
them from advertisements and from some other lower-level reports dedicated
to the specific desks including politics, economics, social affairs, etc.
There are at least two reasons to choose headlines on the homepage as
units of analysis for this study, which seeks the effects of agenda setting
among the online newspapers. First, headlines are the most compact and
concentrated versions of news stories; they contain the core foci of the
stories (Blood and Phillip, 1997; Brooks et al., 2002). As a result, they
are supposed to reflect efficiently what the stories present. Examining the
headlines of the papers is assumed to help readers understand the news
content of the papers, and it will allow the researcher to compare the
agendas of the papers. Second, the homepage, which contains the main
headlines, can reflect the newsroom's decisions as to select the most
important stories of the day. The homepage of an online newspaper is like
the front page of the traditional newspapers. An online newspaper editor
interviewed for this study said, "The homepage is the face of the paper. We
put the stories which we think most influential on the home page." And as
seen in previous literature, journalism scholars have studied the
front-page stories to show how the media's agendas during a certain time
period shaped or reflected the world outside (Danielson and Lasorsa, 1997).
And, as is the case of the traditional papers, the online media put their
most important stories on the homepage.
Taking advantage of these headlines and homepages, this study employs the
main headline as the unit of analysis.
Time Span
The data were collected for a month from late May to late June 2003. This
plan was decided after some interviews with reporters and editors working
for online extensions of the conventional newspapers employed in this
study. According to these news professionals, spring is a relatively quiet
season without many routine events or disasters covered regularly by the
news media. Korea has heavy rains in the summer, causing lots of victims;
this leads to vivid news coverage. Vacations are another topic catching the
media's eye, extensively. Fall attracts tourists as well as the
journalists. In the winter, there are also many regular things covered
heavily by the media. Entrance examinations for colleges and business
corporations are some of them. The stock market closes in the winter, too.
Based on these reasons, the spring was chosen with the assumption that the
media's competition with their own respective agendas would be clearly
shown. That is, instead of sharing common issues, each medium supposedly
competes with the others to find more important "issues," according to its
own criteria, in order to attract more readers. And it is assumed that, if
one medium has a clearly interesting story, others will try to copy or
mirror the story. In sum, this kind of trend will be more visible in spring
than in other seasons, because of the lack of clearly newsworthy issues.
Thus, this period was selected.
The headlines of each online paper's editions for 20 days during the time
period were collected in the data pool. This study excludes Sunday and
Monday editions, since "the events on weekends including Saturday and
Sunday, which would be covered on Sunday and Monday morning editions,
respectively, are generally too soft to be called agenda" (an online
newspaper reporter).
The author gathered the data twice a day (once in the mornings and once in
the evenings) according to the routines of the online versions of
mainstream newspapers. From the interviews with online news people, the
author found that there were two major points when they "shovel up" the
news stories onto their homepage. Those times were right after the first
and last editions of the "traditional" papers were published. The first
paper edition for the next day is published around 6 p.m., and the last
edition is published around 4 a.m. the next day and delivered to
subscribers' homes around 6 a.m. For example, the first edition of the
Tuesday morning paper is printed around 6 p.m. Monday, and the last edition
around 4 a.m. Tuesday. Because it takes about 2 hours to put those stories
from the traditional newspapers on the homepages of the paper online
according to the interviewees, the author collected the headlines appearing
on the homepages at 8 p.m. and 8 a.m., accordingly. (Interviewees stated
that online newspaper people began to put the stories of the last edition
on the online server around 6 a.m.) Thus, for this study, the homepage
appearing at 8 p.m. is called the "earlier version" or "first edition" of
the online papers; and the homepage appearing at 8 a.m. the next day is
called the "later version" or "last edition" of the online papers. The
average number of main headlines per online edition (either 8 a.m. or 8
p.m.) was about 10.5.
Routinely, there are 6 or 7 changes in the edition overnight, in Korean
newspapers. But the online people do not transfer the stories of other
editions as extensively as they do for the first and last editions mainly
for two reasons: The lack of new stories and hiding scoops. An interviewee
said, "Most events were covered during the day time, and they were on the
first edition. After the first edition, there are not many things we can
put on the server, except for big disaster kinds of thing happening." But
more importantly, they do not want to reveal a scoop in the online version
until their paper subscribers find the story in the print version. "We try
to hide the scoop for a while from the online screen, since, if it is
there, our competitors will copy the story right away, then we will lose
our value as a good newspaper," another interviewee said. "And it is the
same for all the papers." According to these interviewees, they have more
work in the morning than overnight, since they have to include new
information including their own scoops, international stories, crime and
accidents, based on the reports from early bird reporters in the morning.
But not all the stories on the computer screens are just from their own
print siblings. Some of them come from their foreign sister media. Stories
reported by their own staff writers but not printed in the conventional
paper also appear on the screen. Even some stories, which were not shown in
their own first edition (either online or offline) but in other's first
edition, appear in their last online edition. Consequently, the content of
online newspapers is somewhat different from that of conventional
newspapers. This paper attempts to discover whether the agenda-setting
effects play any role while the online newspaper people do their own jobs.
In summary, the author collected 3,363 headlines from the two editions
(morning and evening) for each of eight Korean online newspapers' homepages
for 20 days [on average 10.5 headlines _ 8 media _ 20 days _ 2 (twice a
day)] in the late spring of 2003 for the study.
Content Analysis
The content of the headlines was analyzed according to 30 specific
categories, which were clustered into six broader groupings – Politics,
Economy, Social Affairs, Culture and Sports, International Affairs, and
Mixed. These six broader classifications were based on the specific "desks"
in the Korean newsroom, each of which is devoted to certain issues relevant
to its name.
Under "Politics," there are seven sub-categories: "President,"
"Government," "Political Parties and National Assembly," "Special
Prosecutor," "Former Regime," "North Korea" and "Other Political Issues."
Among them, "Special Prosecutor" was a relatively unusual issue, which was
specifically salient during the target time period. It concerned a
collective investigation into the former government's negotiation process
with North Korea. Therefore, the headlines covering this issue were singled
out from other categories like "Former Regime" and "North Korea," even
though those headlines are partially related to these other categories.
The "Economy" category has two sub-categories: "Public Sector" and
"Private Sector." The "Public Sector" includes governmental policies for
insurance, taxes, bank interest, etc. The economic policies driven by the
government were taken out from "Government" in the "Politics" category, and
were coded for the "Public Sector." The "Private Sector" includes
corporations, businesses, etc.
"Social Affairs" includes "Internet and New Technology," "Health,"
"Environment," "Human Rights," "Education," "Weather," "Crime, Accidents
and Disasters" and "Other Social Issues." Among the headlines about
"Internet and New Technology," only those with societal aspects like the
negative aspects of indecent Web sites were taken into this category, and
other aspects like new technology businesses were counted in the "Private
Sector" of the "Economy" category.
"Culture and Sports" has four sub-categories: "Media," "Arts," "Life &
Style" and "Sports." "International Affairs" was further divided into
"U.S.," "Japan," "China" and "Other Countries."
"Mixed" is the classification for those issues, which cannot be included
in just one of the other classifications. For example, the "Labor" issue
was entangled with so many aspects of politics, economics and social
affairs, so it was put in this category. Besides the "Labor" issue,
"Realty," "Military," "Anti-Americanism" and "NGOs (Non-Governmental
Organizations)" were placed into this category.
Each of the individual headlines of 3,363 stories was designated into one
and only one of these 30 categories, based on their contexts. That is, the
coding scheme was not limited to a single word. Because the short length of
the headlines could not include every single specific word for the news
content, sometimes they could not show the exact "word," like "president,"
but did show some other vocabulary or names related to the issue relevant
to the president. But it would be dangerous to count such headlines not for
the "President" but for "Other Political Issues," simply for the reason
that they did not hold that specific word, even though they were related to
the "president." At the same time, however, it would not be an easy task
for ordinary individuals to discern such relationships between the words
presented in the headlines and the categories made for this study. That is
why this study employed as coders two graduate students, who had had
previous experience as Korean daily newspaper journalists for more than two
years.
Trained with the coding scheme and procedure, the two coders independently
codified 10 percent of the whole sample. Intercoder reliability was .86
(Holsti formula).
Rank Order Correlation
After being coded, the numbers of the main headlines of the online
newspapers for 20 days were counted for each category. Specifically, the
numbers counted were separated into the first and last editions of each of
the eight papers. Such separation could elucidate how each medium covered
the issues for the first time, and how it changed the news content later.
Although this method of tallying may have some limitations in revealing the
daily changes of agenda for each medium, it may offer some ideas as to how
the medium treated the issues and changed them "collectively" during the
given period of time. In all, there were 16 cells (2 – first and last –
editions for 8 newspapers) created, and each cell had 30 sub-cells along
with the names of the categories. Then, the 30 sub-cells under each of the
16 cells were rank-ordered in terms of the frequencies with which the
issues were covered. Table I shows the frequencies of those 30 issues
presented in each online paper, and Table II shows the results of the
rank-ordering based on the frequencies.
<Insert Table I About Here>
<Insert Table II About Here>
After the rank ordering, the rankings of the 30 categories in the first
editions of each online newspaper were compared to those for the last
editions of its own and the other online newspapers individually. For
example, the first edition of the Chosun Ilbo was compared to the last
editions of the Chosun Ilbo and the other seven papers. All the other
papers were compared by the same rule. As a result, a descriptive matrix of
a total of 64 comparisons (8 first editions × 8 last editions) is presented
with the value of Spearman's rho (Table III). Then, in order to get the net
effect among the online papers, the partial correlations were computed by
removing one's own first editions' influence on its last editions (Table IV).
RESULTS AND FINDINGS
Preliminary Results
The 64 tests of the rank order correlation among the first and last
editions of the 8 online newspapers display several distinctive
characteristics.
<Insert Table III About Here>
First, the first edition of each online paper has significant rank order
correlation with its own last edition. The eight inner correlation
coefficients between the first and last editions of each online paper range
from .753 (Chosun) to 1.00 (PRESSian) under p < .01. Among these, the
original online newspapers have higher inner correlations (OhmyNews .957
and PRESSian 1.00) than do the online versions of traditional media (from
Chosun .753. to Hankook .912).
Second, most of the eight rank order correlations between each paper's
first and last editions are higher than those between one's first edition
and the others' last editions except for two cases – JoongAng's last
edition was correlated higher to Chosun's first edition than to its own
first edition; and the correlation between the first edition of the wire
service, Yonhap News Agency, and the last edition of Hankyoreh is higher
than that between the first and last editions of the wire service. This
offers some preliminary suggestions that the JoongAng's last edition was
more affected by the Chosun's first edition than by its own first edition,
and that Yonhap's first edition had more influence on Hankyoreh's last
edition than it had on its own last edition.
Third, there are 10 insignificant correlations detected out of the 64
comparisons, and all the insignificant correlations come from either the
comparison between the online version of traditional media and the original
online media or the comparison between the original online media
themselves. (All 30 rank order correlations between the first and last
editions of the 6 different mainstream media's online extensions [excluding
their own inner correlations, which are also significant] are significant
under p < .01.) Among the traditional media's online versions, only the
Chosun (p < .01) and JoongAng's (p < .05) first editions have significant
correlation with the last editions of both OhmyNews and PRESSian. Dong-A
and Hankyoreh's first editions have significant correlations with
PRESSian's last edition under p < .01. However, the correlations of the
first editions of Dong-A, Hankyoreh, and Yonhap (wire service) with the
last edition of OhmyNews were insignificant; the correlation of Hankook's
first edition and PRESSian's last edition was insignificant, also. The
first edition of OhmyNews has no significant relationship with the last
editions of Hankyoreh, Yonhap and PRESSian, and the first edition of
PRESSian has no significant relationship with the last editions of Hankook,
JoongAng and OhmyNews.
In addition to such patterns, it is important to point out here the
invariance of PRESSian, one of the original online newspapers. As seen in
the perfect inner correlation, this paper never changed its content from
the first to the last edition for the 20 days of this study. Therefore, it
is hard for us to assume that there is any influence between the PRESSian
and other papers, even though they have some significant correlations with
the PRESSian.
Finding Net Effect
Although we discussed some preliminary relationships among the first and
last editions of different online newspapers, it was not clear whether one
medium's earlier coverage had effects on the other media's later coverage.
In other words, it is crucial to find the net influence of one medium on
the other in order to determine the intermedia agenda-setting effects. Once
we account for the effects of the outside variable, which, in this case, is
the first edition of an online paper whose last edition is compared to the
first edition of another paper, we calculate the net influence remaining
between the first and last editions of different papers (Bobko, 2001). That
is, by partialing out one paper's own first edition's effect on its last
edition, we can discover the original influence of one medium on another
with less noise. To do this, partial correlations between the media were
calculated and are presented in Table IV. Additionally, these net
relationships could give answers for the hypotheses of this study.
<Insert Table IV About Here>
H1: Intermedia agenda-setting effects among the online versions of
traditional media: The hypothesis test showed mixed results. Some results
indicated intermedia agenda-setting effects, but others did not. As seen in
Table IV, the first edition of the Chosun has statistically significant
correlations with the last editions of Hankyoreh (Spearman's rho = .37
under p < .05) and JoongAng (.51 under p < .01). The first edition of
Dong-A has a statistically significant correlation with the last edition of
Hankyoreh (.68 under p < .01). The first edition of the Hankook has a
statistically significant correlation with the last edition of the Chosun
(.38 under p < .05). The first edition of Hankyoreh has statistically
significant correlations with the last editions of the Chosun (.40 under p
< .05) and Hankook (.39 under p < .05). JoongAng has no relation with
online versions of any other mainstream media.
In sum, the Chosun and Hankyoreh seem to have influence on two other
media, and the two have mutual influence on each other. It is interesting
to see those relationships, since the Chosun is recognized as the most
conservative newspaper and Hankyoreh as the most liberal newspaper in Korea
(Suh, 2001; Yang, 2002). The two newspapers, even in extreme trends, depend
on each other's agenda. And the possibility of the Chosun's influence on
JoongAng seen in the "Preliminary Results" was confirmed as statistically
meaningful through this hypothesis testing.
H2: Intermedia agenda-setting effects among the original online media: The
hypothesis is rejected, as there is no intermedia agenda-setting effect
between the original online media. This study reveals that OhmyNews and
PRESSian do not share or exchange their news agendas in a statistically
significant way. Their "alternative" ways of news selection seem to be
different from each other. Perhaps the author did not have to conduct the
statistical testing, since the preliminary results already showed that
there was no significant correlation between these two papers, even without
considering the partialing out of each one's own first edition's effect on
its last edition.
H3: Intermedia agenda-setting effects of online versions of traditional
media on original online media: The hypothesis is rejected. There was no
single significant relationship between the first editions of the five
traditional media's online versions and the last editions of the two
original online media. Actually, a partial correlation between the
traditional media and PRESSian was incalculable, since the latter did not
change its content between the first and last editions. Its first edition's
effect on its own last edition was perfect; that is, the "noise" was
perfect against the partial correlation. Nonetheless, it seems meaningful
to discover the insignificant relationship between the agendas of
traditional media's online extensions' first editions and OhmyNews' last
edition.
H4: Intermedia agenda-setting effects of original online media on the
online versions of traditional media: This showed mixed but weak results.
Each original online medium showed its own influence on only one
traditional medium, respectively. According to the statistical test,
OhmyNews had an effect on Hankook (.49 under p < .01), and PRESSian had an
effect on Dong-A (.40 under p < .05). But they did not have any effect on
the other traditional media.
H5: Intermedia agenda-setting effects of a wire service on the online
versions of traditional media: This hypothesis also shows very weak
results, since the wire service had an effect on only one traditional
medium's online version, Hankyoreh (.48 under p < .05). As indicated in the
"Preliminary Results," the possibility of Yonhap's influence on Hankyoreh
was supported through this hypothesis testing.
H6: Intermedia agenda-setting effects of a wire service on original online
media: This hypothesis is rejected. There was no significant relationship
between the first editions of the wire service's online version and the
last editions of the two original online media.
CONCLUSIONS AND DISCUSSION
Some of the findings from the hypothesis testing indicate that the agendas
of traditional media's online versions do not affect the selection of news
content of the original online media. And the original online media do not
share their agendas with each other, either. They seem to stand alone in
terms of news selection, while the traditional media affect each other's
agenda, even though such effects were not clearly discernible in terms of
degree and direction. And the wire service's power was not universal. Only
one traditional medium's online sibling followed the wire service's agenda.
No original online media shares its agenda with the wire service.
The results of the two hypotheses concerning the wire service's influence
seem specifically meaningful, in that many of the previous intermedia
agenda setting studies confirmed the wire service's effects on traditional
media's news selection (Breed, 1955; White, 1950; Whitney and Becker,
1982). This study's results show that such effects of the wire service may
not be that influential in the field of online journalism. And some
different results of intermedia agenda setting effects between the original
online media and the online versions of the traditional media may foretell
the emergence of a new journalism culture that we have not yet academically
theorized.
The procedures and results of this study lead to some discussion points.
First, we consider the levels or directions of intermedia agenda-setting
effects. Many of the earlier studies focused mainly on one medium's
influence on the others (Breed, 1955; Reese and Danielian, 1989; Whitney
and Becker, 1982). That is, they were generally one-directional. At the
same time, many studies were about media, which are in less competitive
conditions than those in this study. This might have been so because many
studies concentrated on the cases in the United States, where many cities
have just one paper without any competitors, because of the trend toward
media monopoly, which has been sweeping the country (Bagdikian, 1997;
Severin and Tankard, 2000). The media environment, in general, however, is
not that simple, and becomes even more complicated, when it extends its
territory with the development of the Internet (Aikat, 2000; Bimber, 1998;
Barber, 2000; Pavlik, 2001). As seen in this study, the intermedia agenda
setting may work in multilevel or multidirectional ways. And it will be
necessary to take a look at this trend from a global stance, where the
emotional distance between the nations becomes shorter, and the new and
different kinds of competition based on international aspects loom. This
study will be meaningful, even though it sheds light only on the Korean
situation, as a way to expand our knowledge for understanding the
intermedia agenda-setting effects.
Second, this study will lead to further effects of the audience on media
content. According to its Web site, OhmyNews, one of the original online
media in this study, argues that it has 24,000 reporters. The reporters are
different from those in the traditional sense. They are readers as well as
reporters of the paper, who are interested in writing stories through the
medium. That is, OhmyNews has audience reporters, and, as seen in the
results of this study, it also has some effect on the agendas of
traditional media's online siblings. Now, we can see the potential for the
audience's influence on the traditional media's agenda selection. The
question, "Who sets the media agenda," now has an additional vivid answer –
the audience –, and this might also fit the intermedia agenda-setting
theory. The angle of adopting the audience in this sense might be different
from some other communication theories like uses and gratification (Blumler
and McQuail, 1969; Katz, 1996; Zillmann and Bryant, 1995).
Third, it seems necessary to point out the nature of the methods for the
"aggregate" counting, which this study employed. As indicated in the
Methods section, this research did not compare the daily agendas of the
online papers. The results of the intermedia agenda-setting study would
have been clearer if such comparisons had been made. However, since each
medium had a different number of main headlines every day, and the variance
of the difference was so drastic, it was simply not feasible to examine the
statistical comparison of the papers' daily agendas. For example, the
number of main headlines of Hankook Ilbo was 5, while PRESSian had 14,
almost every day. Some media changed the number of the main headlines
posted on their homepages during the time when this research was conducted.
For instance, Chosun Ilbo changed the number of headlines from 7 or 8 to 13
or 14. Such changes and differences in the numbers of headlines would not
have allowed the researcher to compare the online newspapers' agendas in a
consistent way, if this study had used the daily comparison approach. To
avoid the methodological inconsistencies, this research used the aggregate
numbers.
However, such an approach (i.e., collective counting) is not an
idiosyncratic one for agenda-setting studies, or just a unique strategy
only for this study. In general, using the collective numbers of the
categories or content for rank order correlations has been applied in many
of the earlier agenda setting studies (McCombs and Shaw, 1972; Winter and
Eyal, 1981; McCombs et al, 2000). If the research cited above examined the
phenomena for longer periods of time, some other studies explored the
agenda-setting effects for shorter periods, and Semetko et al.'s study
(1991) was one of them. Determining how the media agenda is formed, Semetko
and his associates studied political parties' and the media's own influence
on media coverage on elections, by counting the collective numbers of
categories or content for the party's announcements and the news reporting
for the same time period, as this current paper did. Seeing these earlier
agenda setting studies, the author believed that this study could indicate
some aspects of the intermedia agenda-setting effects among the online
media, even though it did not utilize the daily, but rather the collective
comparisons between the first and last editions for 20 days.
Finally, it would be very bold to say that the results of this study could
tell most things about the intermedia agenda-setting effects among the
online media, because of the nature of the online world. As mentioned
above, the online media are continuously changing their shapes. They have
changed the numbers of main headlines, their contents, and even the total
format of their homepages themselves. In view of such cases, it is safe to
assert that the results of this study may have some limitations because of
interpreting the phenomena during only the given time period when the study
was conducted. However, as in the instances of earlier journalism studies,
the implications of this study can offer some directions for future
studies, as long as the main characteristics of those media as news
deliverers seem to remain stable.
References
Althaus, Scott L. and Tewksbury, David (2002). Agenda Setting and the "New"
News: Patterns of Issue Importance Among Readers of the Paper and Online
Versions of the New York Times. Communication Research 29, 180-207.
Aikat, Debashis (2000). Cyberspace of the People, by the People, for the
People. In Albarran, Alan B. and Goff, David H. (Eds.), Understanding the
Web: Social, Political and Economic Dimensions of the Internet, pp. 23-48.
Ames, Iowa: Iowa State University Press.
Bagdikian, Ben H. (1990). The Media Monopoly, 3rd ed. Boston: Beacon Press
Barber, Benjamin R. (1998). The New Telecommunications Technology: Endless
Frontier or End of Democracy. In Noll, Roger G. and Price, Monroe E.
(Eds.), A Communications Cornucopia, pp. 72-98 Washington D. C.: Brookings
Institution
Bimber, Bruce (2003). Information and American Democracy: Technology in the
Evolution of Political Power. Cambridge, U.K.: Cambridge University Press.
Blood, Deborah J. and Phillip, Peter C. B. (1997). Economic Headline News
on the Agenda: New Approaches to Understanding Causes and Effects. In
McCombs, Maxwell, Shaw, Donald and Weaver, David (Eds.), Communication and
Democracy, pp. 97-114. Mahwah, N.J.: Lawrence Erlbaum Associates.
Blumler, Jay G. and McQuail, Dennis. (1969). Television in Politics: Its
Uses and Influence. Chicago, IL: University of Chicago Press.
Bobko, P. (2001). Correlation and Regression: Applications for Industrial
Organizational Psychology and Management, 2nd ed. Thousand Oaks: Sage
Publications.
Breed, Warren (1955). Newspaper Opinion Leaders and Processes of
Standardization, Journalism Quarterly, 32. 277-284.
Brooks, Brian, Kennedy, George, Moen, Daryl and Ranly, Don (2002). News
Reporting and Writing, 7th ed. New York: Bedford/St. Martin's Press.
Danielson, W. A. & Lasorsa, D. L. (1997). Perceptions of Social Change: 100
Years of Front-Page Content in the New York Times and The Los Angeles
Times. In Roberts, C. W. (Ed.), Text Analysis for the Social Sciences:
Method for Drawing Statistical Inferences from Texts and Transcripts, pp.
103-115. Mahwah, NJ: Lawrence Erlbaum Associations.
Graber, Doris A. Media Power in Politics, 4th ed. Washington, D.C.: CQ
Press 2000.
Hwang, Yong-Suk. (2000). A Study of Comparing First Editions Routine Among
National Newspapers. Korean Journalism Journal, 44-4. 201-247 (in Korean).
Iyengar, Shanto and Kinder, Donald R. (1987). News That Matters: Television
and American Opinion, Chicago, IL: University of Chicago Press.
Katz, Elihu. (1996). Viewers Work. In Hay, James, Grossberg, Lawrence and
Wartella, Ellen (Eds.), The Audience and its Landscape, pp. 9-21. Boulder,
CO.: Westview Press.
Katz, Elihu, Gurevitch, Michael and Haas, Hadassah. (1973). On the Use of
the Mass Media for Important Things. American Sociological Review 38,164-181.
Lang, Gladys L. and Lang, Kurt. (1983). The battle for public opinion: The
president, the press, and the polls during Watergate. New York: Columbia
University Press.
Lopez-Escobar, E., Llamas, J. P., McCombs, M., and Rey, F. (1998). Two
levels of intermedia agenda setting among advertising and news agenda in
the 1995 Spanish regional elections. Political Communication, 15. 225-238.
McCombs, M. & Shaw, D. L. (1972). The agenda-setting function of mass
media. Public Opinion Quarterly, 36, 176-187.
McCombs, Maxwell, Lopez-Escobar, Esteban and Llamas, Juan P. (2000) Setting
the Agenda of Attributes in the 1996 Spanish General Election. Journal of
Communication, 50, 77-92.
Menon, Kavita (2002). Asia: Overview. Retrieved at November 18, 2003 from
http://www.cpj.org/attacks01/pages_att01/acrobat_att01/AsiaOverviews.pdf
Pavlik, John V. (2001). Journalism and New Media. New York: Columbia
University Press.
Perloff, Richard M. (1998). Political Communication: Politics, Press, and
Public in America. Mahwah, N.J.: Lawrence Erlbaum Associates Publishers.
Reese, Stephen D. and Danielian L. (1989) Intermedia influence and the drug
issue: Converging on cocaine. In Shoemaker, Pamela (Ed.), Communication
campaigns about drug issues, pp. 29-46. Hillsdale, N.J.: Lawrence Erlbaum
Associates.
Semetko, Holli, Blumler, Jay, Gurevitch, Michael and Weaver, David. (1991).
The Formation of Campaign Agendas: A comparative analysis of party and
media roles in recent American and British elections. Hillsdale, N.J.:
Lawrence Erlbaum Associates.
Severin, Werner J. and Tankard, James W. (2001). Communication Theories:
Origins, Methods and Uses in Mass Communication, 5th ed. New York:
Addison-Wesley Publishing.
Shoemaker, P and Reese, S. D. (1996) Mediating the Message: Theories of
Influences on Mass Media Content, 2nd ed. New York: Longman Publishers.
Suh, Byung-Hoon (2001). Kim Dae-Jung's Engagement Policy and the
South-South Conflict in South Korea: Implications for U.S. Policy. New
York: Asia Society. Retrieved on Nov. 19, 2003 from
http://www.asiasociety.org/publications/update_southkorea.html
Wanta, Wayne. (1997). The Public and National Agenda, Hillsdale, NJ:
Erlbaum Associates.
Wang, Tai-Li (2000). Agenda Setting Online: An Experiment Testing The
Effects of Hyperlinks in Online Newspapers. Southwestern Mass Communication
Journal 15, 59-70.
White, David Manning (1950). The "Gate Keeper": A Case Study in the
Selection of News. Journalism Quarterly, 27, 3: 383-390.
Whitney, D. C. and Becker, L. B. (1982) "'Keeping the Gates' for
Gatekeepers: The Effects of Wire News." Journalism Quarterly 59, 60-65.
Winter, James and Eyal, Chaim (1981). Agenda-Setting for the Civil Rights
Issue. Public Opinion Quarterly 45, 376-383.
Yang, Seung-Mock (2002). The Media Tax Probe and the Media Reform Movement
in South Korea. Harvard Asia Quarterly, 4 (winter), 1. Cambridge, MA.
Retrieved on Nov. 19, 2003 from
http://www.fas.harvard.edu/~asiactr/haq/200201/0201a005.htm
Zillmann, Dolf and Bryant, Jennings. (1985). Affect, Mood, and Emotion as
Determinant of Selective Exposure. In Zillmann, Dolf and Bryant, Jennings
(Eds.), Selective Exposure to Communication, pp. 157-190. Hillsdale, N.J.:
Lawrence Erlbaum.
<News Articles and Speeches>
Bae, Keun-Min (2003) "Korea Education Spending Top among OECD Nations" in
The Korea Times Oct. 12, 2003, retrieved on Oct. 13, 2003, from
http://times.hankooki.com/lpage/tech/200310/kt2003101216415312350.htm
Fool, Motley (2003) "Broadband Speed Ahead" in Rocky Mountain News, Oct.
13, 2003, retrieved on Oct. 13, 2003 from
http://www.rockymountainnews.com/drmn/business/article/0,1299,DRMN_4_2342773,00.html
French, Howard, W. (2003). "Online Newspaper Shakes Up Korean Politics" in
The New York Times, retrieved on Nov. 18, 2003 from
http://www.changemakers.net/library/temp/nytimes030603.cfm
Liikanen, Erkki (2003). "Back on the Growth Path" at ITU 2003 Conference,
Geneva. Oct. 12, 2003, retrieved on Oct. 13, 2003 from
http://europa.eu.int/rapid/start/cgi/guestfr.ksh?p_action.gettxt=gt&doc=SPEECH/03/460%7C0%7CRAPID&lg=EN&display=
APPENDIX
<Table 1: Frequencies of 30 News Categories Presented in Each online Paper>
FC
LC
FD
LD
FK
LK
FH
LH
I-1
31
31
22
28
9
8
10
8
I-2
17
31
22
22
8
7
21
13
I-3
10
10
10
9
5
7
11
8
I-4
16
19
28
26
13
13
22
18
I-5
3
4
3
5
1
1
3
3
I-6
11
14
20
19
3
3
9
17
I-7
1
1
1
1
0
0
0
0
II-1
12
2
13
14
7
5
17
16
II-2
19
20
11
9
4
3
25
18
III-1
2
3
0
0
1
2
5
2
III-2
5
1
7
2
1
0
4
6
III-3
3
1
4
5
2
1
4
5
III-4
2
2
2
2
0
1
7
4
III-5
14
12
14
15
12
11
15
13
III-6
1
2
3
1
2
1
2
2
III-7
20
20
17
19
10
13
9
25
III-8
3
3
2
1
3
3
3
3
IV-1
5
4
3
4
0
1
4
5
IV-2
2
3
3
4
0
0
0
1
IV-3
9
1
2
1
0
1
0
0
IV-4
5
1
1
0
0
0
0
0
V-1
5
6
10
19
0
0
2
13
V-2
0
0
3
2
0
0
4
3
V-3
3
1
3
0
0
0
0
0
V-4
4
2
6
2
1
0
1
4
VI-1
3
5
5
9
2
4
8
8
VI-2
12
9
4
4
5
4
12
10
VI-3
6
4
4
2
2
1
1
1
VI-4
14
22
15
15
9
10
11
11
VI-5
5
4
0
1
0
0
2
2
Total
243
238
238
241
100
100
212
219
F-: First Edition; L-: Last Edition
-C: Chosun Ilbo; -D: Dong-A Ilbo; -K: Hankook Ilbo; -H: Hankyoreh Shinmun;
-J: JoongAng Ilbo; -Y: Yonhap News Agency; -O: OhmyNews and -P: PRESSian
<Example> FC: First Edition of Chosun Ilbo; LD: Last Edition of Dong-A Ilbo
<Table I – Continued>
FJ
LJ
FY
LY
FO
LO
FP
LP
I-1
20
26
17
11
11
8
20
20
I-2
22
19
16
24
6
5
30
30
I-3
5
5
8
4
15
15
35
35
I-4
14
21
21
12
7
8
5
5
I-5
4
3
1
0
4
5
8
8
I-6
16
27
24
23
6
5
11
11
I-7
1
1
0
0
0
0
3
3
II-1
11
15
21
23
0
0
5
5
II-2
10
7
32
35
5
4
21
21
III-1
3
2
2
6
1
1
0
0
III-2
10
3
3
2
0
0
1
1
III-3
3
1
4
5
8
6
20
20
III-4
3
2
1
1
7
7
1
1
III-5
16
11
14
9
8
9
6
6
III-6
3
1
6
0
0
0
0
0
III-7
18
17
25
20
7
8
4
4
III-8
4
2
1
4
5
4
1
1
IV-1
5
1
3
3
1
3
15
15
IV-2
1
1
1
3
5
6
4
4
IV-3
8
8
2
2
24
24
0
0
IV-4
2
2
1
2
3
5
11
11
V-1
4
14
2
9
0
0
16
16
V-2
4
2
2
1
1
1
5
5
V-3
1
1
1
2
0
0
1
1
V-4
2
2
2
5
0
0
9
9
VI-1
6
1
5
16
1
0
7
7
VI-2
10
6
4
4
4
5
8
8
VI-3
5
5
2
1
2
2
1
1
VI-4
17
20
15
15
7
8
22
22
VI-5
0
2
2
1
3
5
5
5
Total
228
228
238
243
141
144
275
275
I-1: President; I-2: Government; I-3: Political Parties & National
Assembly; I-4: Special Prosecutor; I-5: Former Regime; I-6: North Korea;
I-7: Other Political Issues
II-1: Economy – Public Sector; II-2: Economy – Private Sector
III-1: Internet & New Technology; III-2: Health; III-3: Environment; III-4:
Human Rights; III-5: Education; III-6: Weather; III-7: Crime, Accidents &
Disasters; III-8: Other Social Issues
IV-1: Media; IV-2: Arts; IV-3: Life & Style; IV-4: Sports
V-1: U.S.; V-2: Japan; V-3: China; V-4: Other Countries
VI-1: Realty; VI-2: Military; VI-3: Anti-Americanism; VI-4: Labor; VI-5: NGO
<Table II: Ranks of 30 categories for Each Online Paper Based on the
Coverage Frequency>
FC
LC
FD
LD
FK
LK
FH
LH
I-1
1
1.5
2.5
1
4.5
5
9
12
I-2
4
1.5
2.5
3
6
6.5
3
7
I-3
11
9
10.5
11
8.5
6.5
7.5
12
I-4
5
6
1
2
1
1.5
2
2.5
I-5
22
14.5
20.5
13.5
18.5
18
19.5
20
I-6
10
7
4
5
11.5
12
10.5
4
I-7
28.5
26.5
27.5
25
25.5
26
28
28.5
II-1
8.5
21.5
8
9
7
8
4
5
II-2
3
4.5
9
11
10
12
1
2.5
III-1
26
18
29.5
29
18.5
14
14
23
III-2
16
26.5
12
20
18.5
26
16.5
14
III-3
22
26.5
16
13.5
14.5
18
16.5
15.5
III-4
26
21.5
25
20
25.5
18
13
17.5
III-5
6.5
8
7
7.5
2
3
5
7
III-6
28.5
21.5
20.5
25
14.5
18
22
23
III-7
2
4.5
5
5
3
1.5
10.5
1
III-8
22
18
25
25
11.5
12
19.5
20
IV-1
16
14.5
20.5
16
25.5
18
16.5
15.5
IV-2
26
18
20.5
16
25.5
26
28
25.5
IV-3
12
26.5
25
25
25.5
18
28
28.5
IV-4
16
26.5
27.5
29
25.5
26
28
28.5
V-1
16
11
10.5
5
25.5
26
22
7
V-2
30
30
20.5
20
25.5
26
16.5
20
V-3
22
26.5
20.5
29
25.5
26
28
28.5
V-4
19
21.5
13
20
18.5
26
24.5
17.5
VI-1
22
12
14
11
14.5
9.5
12
12
VI-2
8.5
10
16
16
8.5
9.5
6
10
VI-3
13
14.5
16
20
14.5
18
24.5
25.5
VI-4
6.5
3
6
7.5
4.5
4
7.5
9
VI-5
16
14.5
29.5
25
25.5
26
22
23
F-: First Edition; L-: Last Edition
-C: Chosun Ilbo; -D: Dong-A Ilbo; -K: Hankook Ilbo; -H: Hankyoreh Shinmun;
-J: JoongAng Ilbo; -Y: Yonhap News Agency; -O: OhmyNews and -P: PRESSian
<Example> FC: First Edition of Chosun Ilbo; LD: Last Edition of Dong-A Ilbo
<Table II - Continued>
FJ
LJ
FY
LY
FO
LO
FP
LP
I-1
2
2
6
9
3
5.5
5.5
5.5
I-2
1
5
7
2
10.5
13.5
2
2
I-3
15
13.5
10
16
2
2
1
1
I-4
7
3
4.5
8
7.5
5.5
17.5
17.5
I-5
18.5
15.5
26.5
29
15.5
13.5
12.5
12.5
I-6
5.5
1
3
3.5
10.5
13.5
9.5
9.5
I-7
28
27
30
29
27
26.5
22
22
II-1
8
7
4.5
3.5
27
26.5
17.5
17.5
II-2
10
11
1
1
13
17.5
4
4
III-1
22.5
20
20
12
21.5
21.5
29
29
III-2
10
15.5
15.5
21.5
27
26.5
25
25
III-3
22.5
27
13.5
13.5
4.5
9.5
5.5
5.5
III-4
22.5
20
26.5
25.5
7.5
8
25
25
III-5
5.5
9
9
10.5
4.5
3
15
15
III-6
22.5
27
11
29
27
26.5
29
29
III-7
3
6
2
5
7.5
5.5
20.5
20.5
III-8
18.5
20
26.5
16
13
17.5
25
25
IV-1
15
27
15.5
18.5
21.5
19
8
8
IV-2
28
27
26.5
18.5
13
9.5
20.5
20.5
IV-3
12
10
20
21.5
1
1
29
29
IV-4
25.5
20
26.5
21.5
17.5
13.5
9.5
9.5
V-1
18.5
8
20
10.5
27
26.5
7
7
V-2
18.5
20
20
25.5
21.5
21.5
17.5
17.5
V-3
28
27
26.5
21.5
27
26.5
25
25
V-4
25.5
20
20
13.5
27
26.5
11
11
VI-1
13
27
12
6.
21.5
26.5
14
14
VI-2
10
12
13.5
16.
15.5
13.5
12.5
12.5
VI-3
15
13.5
20
25.5
19
20
25
25
VI-4
4
4
8
7
7.5
5.5
3
3
VI-5
30
20
20
25.5
17.5
13.5
17.5
17.5
I-1: President; I-2: Government; I-3: Political Parties & National
Assembly; I-4: Special Prosecutor; I-5: Former Regime; I-6: North Korea;
I-7: Other Political Issues
II-1: Economy – Public Sector; II-2: Economy – Private Sector
III-1: Internet & New Technology; III-2: Health; III-3: Environment; III-4:
Human Rights; III-5: Education; III-6: Weather; III-7: Crime, Accidents &
Disasters; III-8: Other Social Issues
IV-1: Media; IV-2: Arts; IV-3: Life & Style; IV-4: Sports
V-1: U.S.; V-2: Japan; V-3: China; V-4: Other Countries
VI-1: Realty; VI-2: Military; VI-3: Anti-Americanism; VI-4: Labor; VI-5: NGO
<Table III>
Rank Order Correlations between the First and Last Edition of Online Newspapers
Online Versions of Traditional Paper
Wire
Original Online
FC
FD
FK
FH
FJ
FY
FO
FP
LC
.753**
.704**
.717**
.688**
.696**
.676**
.468**
.549**
LD
.693**
.905**
.694**
.718**
.772**
.745**
.435*
.629**
LK
.699**
.668**
.912**
.826**
.810**
.758**
.599**
.299
LH
.704**
.852**
.741**
.863**
.775**
.845**
.292
.529**
LJ
.837**
.744**
.664**
.617**
.819**
.654**
.462*
.352
LY
.685**
.752**
.674**
.715**
.684**
.768**
.292
.515**
LO
.491**
.252
.390*
.325
.387*
.274
.957**
.261
LP
.493**
.538**
.338
.464**
.362*
.440*
.309
1.00**
*: Significant under p < .05
**: Significant under p < .01
No Sign: Insignificant correlation
Bold: Correlation between the first and last editions of the same paper
<Table IV>
Partial Rank Order Correlations between the First and Last Editions of
Different Online Newspapers, Controlling for the First Edition of the
Online Newspaper Whose Last Edition Is Compared with the First Edition of
Another Newspaper (Only with Significant Relationships)
Online Versions of Traditional Paper
Wire
Original Online
FC
FD
FK
FH
FJ
FY
FO
FP
LC
-
.3760*
.3951*
LD
-
.3953*
LK
-
.3882*
.4850**
LH
.3671*
.6760**
-
.4838**
LJ
.5082**
-
LY
-
LO
-
LP
-
-
-
-
-
-
-
-
*: Significant under p < .05
**: Significant under p < .01
-: Incalculable
Formula (Partial Correlation): rYXz = (rYX – rYZ_rXZ) / v(1 – r2YZ)_v(1 – r2XZ)
Where X = First Edition of Paper A, Y = Last Edition of Paper B, Z = First
Edition of Paper B.
|
