Cascading Activation Revisited: How Audiences Contribute to News Agendas Using Social Media

Abstract

Social media have become conduits through which audiences can challenge elites in media and politics. Recent updates to cascading activation, originally developed to explain how frames flowing from powerful figures gain public dominance, give greater theoretical scope for audiences to exert influence. Yet empirical understanding of how and in what circumstances this happens with respect to agenda-setting—another core media effect—is not well-developed, especially given the affordances of digital technologies. We address this gap by connecting theorization on cascades to developments in intermedia agenda-setting. Specifically, we analyze the dynamics surrounding the perceived reluctance by ARD-aktuell, the newsroom of Germany’s public broadcasting consortium, to use its prime-time broadcast “Tagesschau” to report the arrest of a refugee accused of murdering a German woman in December 2016. By presenting finely grained timelines linking content analysis of 5,409 Facebook comments with Tagesschau editorial responses and parallel media coverage of this event, we contribute further conditions under which audience-informed cascades may occur: notably, when publicly funded news organizations are involved, and the issue at stake invokes both domestic and international aspects which sustain disagreement.