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The research note we present here explores the idea of measuring the public agenda without employing classical survey techniques. Drawing on data from the web service Google Insights for Search (GIFS), we evaluate the use of online observation to measure information seeking. Hereby, we follow the ideas of McLeod, Becker, and Byrnes (1974) that classical Erst-level agenda setting has to be both theoretically and empirically enriched by considering subsequent behavioral audience responses stemming from prior saliences. Using the terminology proposed by Becker, McCombs, and McLeod (1975, p. 39), we distinguish between ‘‘Erst-level’’ and ‘‘subsequent’’ audience responses. While the former refers to cognitive concepts such as awareness or salience, the latter typically refers to behavioral concepts such as candidate choice or turnout at the polls. In what follows, we focus on what we call immediate subsequent audience responses. For example, people may want to know more about an issue (salience-driven media use) or even want to talk about it (salience-driven conversation). We subsume both salience-driven behaviors under the more general concept of information seeking. We assume that immediate audience responses as such only emerge when a certain degree of issue salience has been reached. In addition, other recipient characteristics like being politically interested or having need for orientation (Huck, Quiring, & Brosius, 2009) may also foster immediate audience responses. The theoretical distinction between Erst-level and subsequent audience responses made by Becker et al. (1975) has a major methodological implication. First-level audience responses are cognitive, and thus unobservable in nature. In contrast, immediate audience responses manifest in everyday life and can be directly observed by any researcher.

Measuring the Public Agenda using Search Engine Queries