Abstract Kazun A.D. (1136840), страница 3
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Theselection of newspaper articles for the content analysis on the cases was formed withdue regard to several parameters. The study analyzed information messages in thelargest newspapers because they determine the agenda in less influential media to alarge extent14. The sample includes newspapers with a variety of ideologicalorientation (both pro-governmental and opposition) and target audience (businessand mass newspapers).14Breed W.
1955. Newspaper opinion leaders and processes of standardization // Journalism Quarterly. 32: 277284. Golan G. 2014. Agenda Setting in a 2.0 World: New Agendas in Communication // Journal of Broadcasting &Electronic Media. 58(3): 476–77. Sweetser K., Golan G., Wanta W. 2008. Intermedia Agenda Setting in Television,Advertising, and Blogs During the 2004 Election // Mass Communication and Society. 11(2): 197–216.For the WTO case, publications were analyzed in the nine most influentialnewspapers from three information categories (business, mass and focused onpolitics and public affairs), according to the Title Popularity Ranking15. This rankingis based on the following three parameters: circulation, advertising prices andcitation ratios (i.e., the citation of one media outlet in other print-media outlets).Mass information newspapersinclude Argumenty i Facty, MoskovskyKomsomolets and Komsomolskaya Pravda.
The most popular business press isEkspert, Kommersant, Vedomosti. In the rating of publications focused on politicsand public affairs the leaders are Rossiyskaya Gazeta, Izvestiya and Novaya Gazeta.The analysis period covers a year and a half before the accession of Russia to theWTO and a year and a half after this event: from December 2010 to December 2013.The analysis of the discussion about economic sanctions is carried out on the basisof the material of four publications: Rossiyskaya Gazeta, Novaya Gazeta,Argumenty i Facty and Kommersant.
The period of the most intense discussion ofthis topic in public space is reviewed: from March 2014 to December 2014.After the completion of the selection, a search of publications for the specifiedperiod was performed for the words "WTO" and "sanctions" in the Integrumdatabase, which contains materials from about 500 Russian magazines, more than250 federal and more than 1000 regional newspapers. A total of 2815 articles onWTO and 3173 on economic sanctions were selected. Further, additional selectionis performed among the discovered publications to exclude articles that do notcorrespond to the topic of this study.
Articles containing opinions on the topics areconsidered relevant, which represent about 15% of the original sample. Articles withincidental mentioning of WTO and sanctions, which do not contain value judgments,are excluded.In addition, to test the hypothesis about the influence of intensity of discussionon the attention of the population to various events, we compare the open data of theLevada Center surveys (Levada Center website) on the most memorable events of15Russian mass media popularityhttp://www.exlibris.ru/rejting-izdanijrating:TitlePopularityRanking(TPR).Accessregime:the previous month according to Russians and the numbers of publications on theseevents in the Russian press for 1 week and 1 month prior to the survey.
The surveyis a monthly study by the Levada Center, and it usually takes place on the thirdFriday of each month. The question is presented as follows: "Which events of thepast four weeks were most memorable to you?" The respondents are not given a listof events. The results are presented in a tabular format containing the list of eventsof the past month and the proportion of respondents who identified them asmemorable. We compare these data with the number of publications in the press oneach of the events, according to the Integrum database.
For each event mentioned inthe Levada Center’s survey, a request was made to estimate the number of articlesin the press that had mentioned it. The analysis uses information on the number ofarticles published in both federal newspapers, including electronic print media, andregional newspapers.Thus, this article considers the correlation between the intensity of thediscussions in the press and the importance of various events only with respect toevents that have been remembered by at least a small number of respondents. Thoseevents that were not identified in the Levada Center surveys are not included in theanalysis.
Such events might not have been discussed very actively in the press. Evenif it were possible to include all the events of the month, such as those neglected bythe population, doing so would probably not have changed the results significantly.We focus on the events that occurred within a three-year period from January2014 to December 2016. The collected database includes 884 events, some of whichwere mentioned just once, while certain events were identified as the most importantfor many months in a row. Such events include ruble fluctuations, rising prices forconsumer goods, military activities in Syria, changes in the price of oil, the conflictin eastern Ukraine, as well as economic sanctions and the Russian food embargo.Because those events that are referred to once and those that are systematicallyreferred to as memorable may attract different levels of attention from citizens, thisparameter is also taken into account in the analysis.Public agenda issues compete for the attention of the audience16.
So, not onlyis it important how much was written about the event in the media and at what pointthe discussion was the most intense, what was reported in the press at the same timeis also important. Thus, if there was a memorable event within a month that attractedeveryone's attention, other events that could have been quite extensively discussedin the media might not have been important or remembered by the population.Following this logic and relying on the theory of communicative complexity17, wecreate an additional variable ‑ concentration of public attention, which will allowus to control results for the general background of the discussion in each month.The coefficient of monopolizing public attention is calculated by analogy withthe Herfindahl-Hirshman index, which is used by economists to determine marketconcentration.
In this study, we calculate this indicator as the sum of the squares ofthe ratios for respondents who identified the event as memorable. Calculations aremade for the 10 events that were named most frequently in each month. Introducingthis variable to the analysis – instead of a series of dichotomized ones (month-year)– will allow one quantitative variable to be used to control the background of thediscussion (other events of the month). Regression models explaining thepopulation's attention to a certain event are built on both the full sample and thesubsample, which excludes obtrusive events in the terminology of M. McCombs18,that imply a significant impact of personal experience on public opinion.One of the main limitations of the thesis research is the focus on informationmessages in printed publications only.
In part, this problem is removed, sincenumerous researches show a great similarity of agendas in different types of mass16Hilgartner S., Bosk C. L. 1988. The Rise and Fall of Social Problems: A Public Arenas Model // American Journal ofSociology. 94(1): 53–78. McCombs M., Zhu J.-H. 1995. Capacity, diversity, and volatility of the public agenda // PublicOpinion Quarterly.
59(4): 495–525.17Kleinnijenhuis J., Schultz F., Oegema D. 2015. Frame Complexity and the Financial Crisis: A Comparison of theUnited States, the United Kingdom, and Germany in the Period 2007–2012 // Journal of Communication. 65(1): 1–23. Suedfeld P., Tetlock P. 1977. Integrative Complexity of Communications in International Crises // Journal ofConflict Resolution. 21(1): 169–184.18McCombs M., Graber D., Weaver D. 1981. Media Agenda-Setting in the Presidential Election. NY: Praeger Scientific.Ju Y. 2014. Issue obtrusiveness and negative bias: exploring the moderating factors for asymmetric news coverageof the economy // Asian Journal of Communication.
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