Agenda setting studies in Cuba: proposal of methodology for a possible development

Abstract

The new media scenarios, the social, economic and political context of the country, and the need to transform the press model to give greater participation to the audience, make in Cuba the studies on agenda setting have been transformed to the particular circumstances that govern The national media system. One of the areas in which changes have been made is the methodology to deepen this process. Therefore, the present study aims to propose a methodology to develop studies of agenda setting in Cuba based on the analysis of relations between political, media and public agendas, and the factors that affect it. The methodology is developed around three important areas for the agenda setting studies: the statistical correlation between the objects and attributes, the influences on the media content, and the contingent conditions. The main contributions of the proposal lie in the possibility of implementing contextualized research to the Cuban reality, whose characteristics and evolution make it a complex system with certain particularities.