Journal of Iranian Public Administration Studies

Journal of Iranian Public Administration Studies

The Role of Public Issue Image and Issue Linkage in Drawing Attention to Public Issues among Public Opinion and Policymakers

Document Type : Original Article

Authors
Elham Baharlou 1
Seyed Abbas Ebrarimi 2
1 PhD Student in Public Administration,, Department of Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran.
2 Associate Professor, Department of Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran
10.22034/jipas.2025.530185.1821
Abstract
Purpose: The primary objective of this study is to examine the determinants of attention to public issues as a critical precondition for their entry into the policy agenda. The research is grounded in the assumption that in a society such as Iran, characterized by a centralized decision-making structure and a distinctive media environment, understanding the mechanisms through which public and elite attention is mobilized is essential for the effectiveness and legitimacy of public policies. Specifically, the study aims to test the effects of four key variables—issue knowledge or awareness, public issue image, issue linkage, and media use—on the level of attention paid to public issues among two groups: public opinion (citizens) and policymakers (members of parliament).
Methodology: In terms of purpose, this research is descriptive, and in terms of outcome, it is applied in nature. The study employed a cross-sectional survey design. The statistical population consisted of two groups: nineteen members of the Islamic Consultative Assembly and ninety-eight citizens of Isfahan Province. Participants were selected using random sampling methods. Data were collected through a researcher-designed questionnaire developed on the basis of theoretical foundations and previous empirical studies. The face and content validity of the questionnaire were confirmed by expert review, and its reliability was verified using Cronbach’s alpha coefficients for all constructs, all of which exceeded the acceptable threshold of 0.70. To analyze the data and test the research hypotheses, structural equation modeling (SEM) was conducted using the partial least squares (PLS) approach with SmartPLS software.
Findings: The results of the structural equation modeling analysis supported all four main hypotheses of the study. Issue knowledge or awareness was found to have a positive and statistically significant effect on attention to public issues, indicating that greater awareness of an issue’s dimensions and consequences increases the likelihood of public sensitivity and attention. Public issue image also exerted a positive and significant influence, suggesting that individuals’ overall perceptions and evaluations of an issue—whether it is viewed as harmful, beneficial, or consequential—play an important role in attracting attention. In addition, issue linkage, defined as the extent to which a public issue is connected to broader and more salient concerns such as security, economic conditions, or social justice, was shown to significantly enhance attention to public issues. Among all examined variables, media use emerged as the strongest predictor of attention to public issues, underscoring the central role of both traditional and new media in agenda-setting, framing, and shaping individuals’ cognitive priorities.
Conclusion: The findings indicate that the process of attracting attention to public issues in Iran is complex and multidimensional, driven primarily by cognitive and media-related factors rather than demographic characteristics. These results carry important practical implications for policymakers and governance institutions. Effective policy communication requires moving beyond one-way information dissemination toward participatory and issue-centered communication strategies that enhance public knowledge, shape realistic yet compelling issue images, and create meaningful linkages between technical policy problems and citizens’ everyday concerns and core societal values. Furthermore, rather than adopting a purely controlling approach to media, policymakers should assume an enabling and facilitative role by promoting transparency, supporting specialized journalism, and engaging constructively with emerging media platforms. Strengthening the cognitive capital of society through reforms in the education system-from schools to universities-can foster critical thinking, issue analysis skills, and media literacy, thereby cultivating more informed and responsible citizens who actively participate in policymaking processes. Finally, continuous monitoring of public issue images and their discursive linkages can enable policymakers to strategically frame issues, mobilize attention at critical moments, and prevent public neglect or misunderstanding of key policy challenges.
Keywords
Public Issue
Issue Linkage
Issue Knowledge/Awareness
Issue Image
Attention to Issue
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  • Receive Date 13 June 2025
  • Accept Date 15 September 2025