Dynamics of intermedia agenda-setting between social and traditional media in Pakistan: An analysis

Abstract

This study examines the intermedia agenda-setting dynamics between social and traditional media in Pakistan. As digital communication expands and platforms like X (formerly Twitter) gain increasing influence in shaping current information flows, traditional media including television and newspapers continue to play a vital role in framing public discourse. Using quantitative content analysis and purposive sampling, the study examined agenda salience across X, television channels and national newspapers during January 2025. Directional agenda-setting relationships were tested using cross-lagged correlation analysis and the Rozelle-Campbell baseline. The results reveal a bidirectional but asymmetric relationship between X and television, with social media demonstrating a marginally stronger predictive influence on the TV news agendas. Conversely, the connection between newspapers and X was more unidirectional, with the print media exerting greater influence in the discussions of social media.