Dynamics of Campaign, Press, and Public Discourse in Electoral Politics

Utilizing agenda-building theory, we explore how campaigns and parties influenced press and public agendas during Florida's 2018 midterm election. We investigate if the Gubernatorial and Senate campaigns transferred issue salience and affective attributes to press coverage and online public discourse. Results of a mixed-method computer-assisted content analysis suggest weak transfer of issue salience and affective attributes by the campaigns and parties to the press and public agendas. The DeSantis campaign and Republican Party were the most successful at influencing press coverage and public discourse. First-level agenda-setting was observed by press coverage on the Gillum campaign and Democratic Party's agendas. The symmetry between these findings and election results offers correlational support for the limited effects of first- and second-level agenda-building and -setting in state elections.