The Role of Expert Opinion in Framing Media Coverage of the Heisman Trophy Race


This study examines the 2001–2003 Heisman Trophy races to understand the relationship among the agendas of expert opinion, media coverage, and Heisman voters. The study analyzed 717 media stories, 50 AP college football polls, and 40 Rocky Mountain News expert opinion polls. The results provide support for the agenda-setting and framing influence of expert opinion and media coverage on the Heisman vote, suggesting the important role of expert opinion in the agenda-setting and framing process.