Agenda Setting Theory and Polish Internet Media

Michał Piotr Pręgowski

The progressive process of internetization leads the audience little by little to setting aside traditional media of today's every day - dailies, radio and television. Their slow fading away is portended by a significant drop in readership of the press, as well as strong correlation of popularizing broadband connections to the Internet and the decrease of time spent on watching television. The phenomenon of inevitable changes on the media market leads to thorough consideration of the future that awaits both media owners and users. Referring to the classic theory of agenda-setting, the author tries to show which Internet-based media are already able to influence the significance of events in the minds of Polish Internet users. A particularly important role in this process is played by domestic Internet portals where beginners usually start their cyberspace adventure. Additionally, these portals attract audiences counted in millions, just as their non-electronic rivals do.The progressive process of internetization leads the audience little by little to setting aside traditional media of today's every day - dailies, radio and television. Their slow fading away is portended by a significant drop in readership of the press, as well as strong correlation of popularizing broadband connections to the Internet and the decrease of time spent on watching television. The phenomenon of inevitable changes on the media market leads to thorough consideration of the future that awaits both media owners and users. Referring to the classic theory of agenda-setting, the author tries to show which Internet-based media are already able to influence the significance of events in the minds of Polish Internet users. A particularly important role in this process is played by domestic Internet portals where beginners usually start their cyberspace adventure. Additionally, these portals attract audiences counted in millions, just as their non-electronic rivals do.

KEYWORDS

Agenda setting theory, Internet portals, national enclaves over cyberspace.