Agenda-Setting and Priming in Prime Time Television: Crime Dramas as Political Cues

The effects of agenda-setting and priming are well established in regard to the news media. Considerably less attention has been paid to these phenomena in entertainment media, in spite of the fact that entertainment media enjoy larger audiences than do news media and often address political topics. This article argues that the psychological mechanism hypothesized to lead to agenda-setting and priming effectsthat is, changes in construct accessibilityapplies as equally to entertainment media as it does to news media. Moreover, we contend that the frequency, consistency, and duration of entertainment media treatments of political issues encourage chronic accessibility of those issues. We test these hypotheses looking at television crime dramas as a source of political information. Using data from two controlled laboratory experiments and the 1995 National Election Study Pilot Study, we demonstrate that viewing crime dramas significantly increases concerns about crime and that these concerns significantly affect viewers' opinions of the president. The NES Pilot Study data suggest that these effects are restricted to frequent viewers of crime dramas, supporting a chronic accessibility model of agenda-setting and priming. These findings extend our growing understanding of how non-news sources of political information contribute to the construction of political attitudes.