Third Level Agenda Setting Effects: Relationship of Media Coverage of Electoral Rigging Movement and Public Perception

Abstract

This study describes the relationship of Network Media Agenda and Network Public agenda examining the coverage of electoral rigging issue which gained the momentum of a movement in Pakistan during post elections 2013 against the sitting government of Pakistan Muslim League Nawaz’s (PML-N). Social Network Analysis technique was used to analyze the data collected from two sources including: coverage of three leading Urdu dailies, Express, Dunya and Jang; Survey from 360 respondents of Lahore to explore the relationship among these agenda setting networks. QAP Correlation results indicate strong association between media agenda and public agenda about electoral rigging movement. Findings imply that media in Pakistan contributed significantly in shaping public perception during political movements.