Influencing forces or mere interview sources? how key constituencies shaped health care media discourse

Agenda-building theory explains how groups articulate and transform their interests into issues that garner attention, public approval, and responsiveness from public officials. This study indicates that news sources interviewed during the U.S. health care reform debates articulated their interests through strategic use and avoidance of specific tactics. In-depth interviews were conducted with 14 news sources. Narrative analysis of interview transcripts revealed that news sources utilized external messaging, industry networking, distinguishing factors, and continuing education, yet avoided partisan politics, inflammatory language, and emotional appeals. These findings extend agenda-building theory by suggesting that groups can transfer interests to the public agenda by avoiding certain tactics.