Exploring The Interplay Between Issue Importance And Voting Preferences: Connecting Agenda Setting, Priming, And Issue Ownership
Sophie Brown
University of Sydney, Australia
Abstract
Understanding the perceived importance and relevance of issues lies at the core of agenda setting, priming, and issue ownership research. In the realm of agenda setting, the fundamental concept revolves around the transfer of salience across agendas, with a predominant focus on the transmission of salience from the media to the public agenda (McCombs, 2014; Wanta & Ghanem, 2007). Priming theory, on the other hand, illuminates why certain issues take precedence in shaping subsequent evaluations, particularly those related to political leaders (Iyengar & Kinder, 1987; Roskos-Ewoldsen & RoskosEwoldsen, 2009). The salience of issues in the minds of voters is closely linked to the principles of issue ownership theory (Budge & Farlie, 1983; Petrocik, 1996; Petrocik, Benoit, & Hansen, 2003). This theory posits that political parties and candidates strive to mobilize voters by emphasizing issues in which they possess a reputation for competence. Consequently, support for political parties hinges on the issues they are perceived to own during election periods (Bélanger & Meguid, 2008, p. 477). This paper delves into the intricate dynamics of agenda setting, priming, and issue ownership, highlighting their interconnectedness and the pivotal role they play in shaping public perception and political outcomes.