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The Harvard International Journal of Press/Politics
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Compelling Arguments and Attitude Strength

Exploring the Impact of Second-Level Agenda Setting on Public Opinion of Presidential Candidate Images

Spiro Kiousis

Department of Public Relations at the University of Florida, skiousis{at}jou.ufl.edu

This study explores the relationship between attribute agenda setting and public opinion of political candidates. Specifically, media salience of presidential candidate attributes across five national elections is compared to public opinion data measuring perceived candidate salience and the strength of public attitudes regarding candidates. Findings suggest that media salience of attributes is strongly linked with strengthened attitudes and is moderately linked with perceived candidate salience. The implications of the findings are also discussed.

Key Words: agenda setting • attributes • compelling arguments • attitude strength

The Harvard International Journal of Press/Politics, Vol. 10, No. 2, 3-27 (2005)
DOI: 10.1177/1081180X05276095
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