News and political communication used to be directed at a passive audience with little selection over what sources they chose to consume. But today, users and viewers have complete control over the different forms of media available to them. This allows people to gravitate towards media sources that are consistent with their beliefs. Because of this Professor Shanto Iyengar, says we need to re-calibrate agenda setting and priming to suit these changes.
Shanto Iyengar is the Director of the Political Communication Lab at Stanford University. He gave this interview in March 2010 at the IE University Political Communication Symposium Transnational Connections.