This article examines the press releases distributed in October, 1992, by the public relations staffs of the two major party presidential candidates to determine whether these materials established issue salience for the voters. The study concludes that the public did not engage in "media tropic" behavior, growing to the agenda of the campaigns. Instead, an active public played a pivotal role in issue ordering, helping to determine the outcome of the presidential election. The study posits that one reason for increased audience influence is the rise of marketed media. It also suggests that agenda building involves editor, marketing department, subsidizers, and audience in a complex, dynamic, and perhaps cyclical process. 1996 JAI Press Inc. All rights of reproduction in any form reserved.
