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This study expands the theory of second-level agenda setting to include emotion as affect and seeks to understand its valence. Three important findings emerged; first, the media's emotional-affective agenda corresponds with the public's emotional impressions of candidates; second, negative emotions are more powerful than positive emotions even when the topic is not a negative "problem"; and third, agenda-setting effects are greater on the audiences' emotions, defined as feelings, than on their cognitive assessments of character traits, the most common way affect is measured in agenda-setting studies.

Survey and content analysis data from the 2004 presidential election were used to examine relative strength of first- and second-level agenda setting. Second-level candidate attributes exert a stronger agenda-setting influence on the public than does the salience of issues. More striking is the difference in effect sizes on voting intention. Respondents' perception of candidates' traits has a stronger agenda-setting effect and is a better predictor of voting intention than candidates' issues stance. Additionally, a new contingent condition for second-level effects was confirmed: negative information has more power to transfer the media's agenda of candidate attributes to the public.

This study identifies how audiences use nonverbal cues to judge specific character traits in political figures. Participants assessed pictures that showed the example politician making eye contact with another person with highest scores. His hand positions received the lowest character-trait scores. Findings show that participants associated direct eye contact and smiling with characteristics such as intelligence, good leadership, and caring, but not morality or honesty. In fact, no nonverbal cue affected evaluations of morality. However, those who judged the candidate as moral from nonverbal cues had a greater likelihood of voting for him.

This experiment explores whether vivid writing can improve ethical reasoning by testing it in public relations against non-vivid writing, alone and in combination with pictures. Vivid writing has effects similar to photographs on attention, memory, emotion, and persuasion; this study explores whether vivid writing effects includes one of the more important effects that photographs can have—improving ethical reasoning. Results show non-vivid writing alone raised participants' moral judgment, however photographs increased participants' perceptions of the issues as morally important. Vivid writing did increase participants' empathy, and empathy was related to support for the organization. Photographs increased participants' perception of the issue as morally important.

Although scholars explore how news stories' framing elements may affect reader responses, they have yet to examine how the topics of health-related articles affect those responses. By content analyzing three US newspapers' online health content and reader comments, this study finds that certain health topics are idiosyncratic with reader responses. Readers reacted to personal health and obesity news with more episodic and gain-framed comments but relied more on loss frames when discussing chronic health issues. Readers also used more thematic frames in comments about mental illness. Health coverage related to politics and the government was associated with fewer episodic comments.

This study extends framing theory by identifying two causal mechanisms and one contingent condition for a new type of frame to be used with issues where people dispute scientific claims. This new "adaptive frame" focuses on adapting to climate change impacts without cueing deeply held beliefs by discussing causes. An experiment shows this frame works by reducing persuasion knowledge and increasing perceived behavioral control, resulting in science skeptics being significantly more likely to intend to take action, engage with the news, and agree with the story's perspective. This effect is moderated by science skepticism, with adaptive frames working significantly better on the very people the news media are not reaching. We contribute to theory with an understanding of how a frame that eliminates references to deep-seated beliefs is more effective than the existing frames of conflict, attribution of responsibility, and possibly others.

This study links uses and gratifications theory to a theory that addresses civic engagement and then applies it to create an electronic public sphere designed to encourage citizens to participate in civic life. An experimental website on the topic of the state budget was created and tested to assure maximum usability by citizens. It found that the site designed to conform to users' wants and needs in content, navigation and appearance did indeed foster positive attitudes toward civic engagement. Participants who saw the usable site were significantly more likely to have positive attitudes toward civic engagement than those who saw a site not designed for usability. The site features under the control of website creators, such as story content and site appearance, showed strong correlations with civic engagement attitudes.