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1、JournalofCommunicationISSN0021-9916ORIGINALARTICLEHowtoEvaluateIt:TheRoleofStory-EvaluativeToneinAgendaSettingandPrimingTamirSheaferDepartmentofCommunicationandDepartmentofPoliticalScience,TheHebrewUniversityofJerusalem,MountScopus,Jerusalem91905,IsraelThemainco
2、ntributionofthisstudytotheunderstandingofagenda-settingandprim-ingeffectsisitsfocusontheroleofevaluativetoneinallstagesoftheagendasetting/primingprocess.First,thepublicsevaluationofissueimportance,whichisthedepen-dentvariableinmostagenda-settingstudies,isinfluenc
3、edbytheissuesaliencyinthenewsandbytheevaluativetoneofmediacoverage(positive,negative,orneutral).Thisevaluativetoneoraffectiveattributeattachedtotheissueispartofthesecond-levelagendasetting.Second,theseaffectiveattributesthatpeopleattachtoissuesfurtherplayanimpor
4、tantroleintheprocessofpriming,onwhichtheyhavebothindirectanddirectimpacts.Priming,therefore,carrieswithitanaffectivecomponent:Itisacombi-nationofmessagestrengthanddirection.Third,thepoliticaljudgmentsofindividualsarealsodirectlyinfluencedbymedia-affectiveattribut
5、es.Alloftheargumentsaresupportedbytheempiricalanalyses.doi:10.1111/j.1460-2466.2006.00327.xHowtoevaluateit:Theroleofstory-evaluativetoneinagendasettingandprimingThisresearchaimstoshowthattheevaluativetoneofmediacoverage,theaffectiveattributesattachedtoobjects(ca
6、ndidates,issues,events),playsanimportantroleintheagenda-settingandprimingprocesses,andconsequentlyaffectsthepoliticaljudgmentofvoters.Whilecurrentagenda-settingandprimingmodelsarebasedonmessagesalience,orstrength,theargumentdevelopedhereisthatbothmodelsincludean
7、affectivecomponent:Theyareacombinationofmessagestrengthanddirection.Correspondingauthor:TamirSheafer;e-mail:msstamir@mscc.huji.ac.ilJournalofCommunication57(2007)21–39ª2007InternationalCommunicationAssociation21HowtoEvaluateItT.SheaferAgendasettingAccordingtothe
8、agenda-settinghypothesis(first-levelagendasetting),themediainfluencepublicopinionbyemphasizingcertainissuesoverothers.Theamountofmediaattention,orthemediasalience,dev
