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Agenda Control in the 2008 Presidential Debates

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American Politics Research

Published online on

Abstract

Research indicates that, when engaging their opponents, strategic candidates will draw (and redraw) lines of conflict, pulling attention to their advantaged topics. But do these expectations hold up in debates, where candidates are at the mercy of those asking the questions? And do strategic debate behaviors matter? This study draws on past literature to hypothesize the specific types of agenda-control behaviors we should see in debates. These hypotheses are tested in the 2008 presidential debates, using quantitative content analysis to examine candidate agenda setting, issue framing, and tone. The results show that both Obama and McCain used all three means of agenda control to continually displace the line of conflict in their favor. These findings offer empirical support for theories of strategic agenda control and heighten our understanding of agenda setting, framing, and tone as agenda-control mechanisms. Additionally, media and public opinion data suggest these debate agenda-control behaviors had real effects during the 2008 election.