The Role of Interpersonal Communication and Gender in the Agenda-Setting Process

Co-authored with Michal Ruzicka, published in 'Media Studies', 2008

In this article we empirically explore how interpersonal communication and gender influence the agenda-setting process. Two explanations of the role of interpersonal communication can be found in the literature: (I) a two-step flow theory and (2) the concept of contextualization. The two-step flow theory states that opinion leaders recognize important issues in the media and then disseminate them to the rest of society by influencing discussion. Contextualization is the concept that interpersonal discussions influence how incoming issues are understood and set criteria for which issues are perceived as important. Morley (1995) and Fiske (2003) explain the role of gender as follows: (I) the division of household labor leads to the different modes of TV watching and (2) different ideas about eligible topics lead to the different discussions. In our analyses we have found moderate support and thus validation of the concept of contextualiza¬tion and of Morley's and Fiske's ideas. In the conclusion of our text we suggest a more thorough research design to better understand the investigated problem.