REVERSED AGENDA-SETTING AT XYZ.COM
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Abstract
Agenda-setting theory has been challenged in the internet era. The assumption that the media agenda influences the public agenda does not always work. In the internet era, agenda setting is more done by the public to the mass media. This paper aims to explain the process of reversed agenda setting in online news media when social media and search engines are very dominantly used by audiences. The research subject is XYZ.com. The research uses a qualitative approach, case study method, and data mining techniques in the form of in-depth interviews with the chief editor of XYZ.com, making observations on several XYZ.com news stories, and conducting literature documentation related to research problems. The results of the research show that the media agenda formed by the public agenda through social media and search engines is quite dominant on XYZ.com. The media agenda that is formed based on search engine recommendations and social media always provides high traffic. In reversed agenda-setting, the first-level agenda-setting effect occurs in the form of issue selection, the second-level agenda-setting occurs in the form of issue attributes and intermediary agenda-setting influences each other reciprocally between social media and XYZ.com.
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