Abstract

This paper investigates whether online news that are shared onFacebook set the agenda for its readers. In response to the importance ofsocial networking sites as sources of information, news media organizationshave set up Facebook channels in which they publish news stories or links toarticles. This allows for a wider news reach as well as audience participation.When audience members read and subsequently comment on news articles onFacebook, it becomes possible to identify public opinions and sentiments on theissues being covered. To investigate whether user comments mirror the issuesand sentiments presented in the news articles, the agenda-setting approachwas applied. Content analysis was used to analyse audience comments onover 450 news articles from 4 major newspapers written during the Rantauby-election in Malaysia. The findings showed that while thenewspapers and the readers do share some issue salience, the relationshipdoes not typify a traditional agenda-setting dynamic. The news readers are notjust the ones receiving the news and issues. Rather, they are also commenterswho are influencing how others receive news and issues hence disrupting theconventional public opinion model.