Key Words Associated with the COVID-19 Pandemic. Comparing the Media and the Public Agenda

Abstract

Based on recent ramifications of the traditional agenda-setting model, this paper aims at analyzing the convergence of the media and the public agenda in times of crisis. Specifically, drawing upon the network agenda-setting theory, this article explores the main key words associated with COVID-19—related topics in both the media and the public agendas. Main findings suggest that the media used context dependent key words to refer to the pandemic. At the beginning of the pandemic, in March 2020, both television and online news stories referred to issues related to the virus itself, to the measures taken to limit its spread, and to some medical conditions, while in January 2021 media focused on key words related to vaccination and immunization. In terms of public agenda, results show that people tended to refer to pandemic-related issues mainly in negative terms, due to both media exposure and, presumably, personal experiences. These results offer valuable insights into the dynamics of both media and public agenda in the context of the COVID-19 pandemic, providing fertile ground for better understanding how media shape several public attitudes and behaviors.