Explicating Media Salience: A Factor Analysis of New York Times Issue Coverage During the 2000 U.S. Presidential Election

Abstract

Media salience—the key independent variable in agenda-setting research—has traditionally been explicated as a singular construct. Nevertheless, scholars have defined and measured it using a number of different conceptualizations and empirical indicators. To address this limitation in research, this study introduced a conceptual model of media salience, suggesting it is a multidimensional construct consisting of 3 core elements: attention, prominence, and valence. Furthermore, the model was tested through an exploratory factor analysis of The New York Times news coverage of 8 major political issues during the 2000 presidential election as a case study. The data revealed that 2 dimensions of media salience emerge: visibility and valence. Based on the factor analysis, 2 indices are created to measure the construct, which are intended for use in future investigations.