Local Predictors of Basic and Pay Cable Subscribership

Table 1 presents the rank order of the six subissues of the media and the two audience agendas. All measures of association were computed using Spearman-rho rank-order correlation. Means for each measure of the audience are presented in parentheses beside each rank. The media subissue agenda was moderately but not significantly correlated with the intrapersonal agenda (&=.54). The media and perceived-media agendas correlated at .84 (p<.05). The two audience agendas were correlated with each other to determine whether respondents could distinguish among intrapersonal and perceived-media salience. A high correlation between intrapersonal salience and perceived-media salience would suggest that when individuals say environmental subissues are personally important to them, those judgments are not made independent of perceptions of media presentation. The correlation between the intrapersonal with perceivedmedia agendas was .67 (NS).