The aim of this study is to provide a comparative analysis by exploring the dynamics amongst political campaigners and news media in the agenda-setting process in the referendum that was proposed by the United Nations General Secretary Kofi Annan to reunify the island after 50 years of division. In this study, the dynamics between the political campaigners, politicians and the news media over the agenda-setting process have been explored and also further investigation of to what extent cultural and political factors influenced the political campaign design and the agenda-setting power of the political actors. Additionally, the influence of media systems - in particular print media in Cyprus on the agenda-setting process has been examined. So, this study not only contributes to the comparative studies, where there is a dearth of research scope, but it also contributes particularly to the literature of agenda-setting research within the context of referendum elections, an area in which scholarly research is also neglected. Perhaps, most importantly, this study will also create a body of knowledge for likely future referendum studies in Cyprus, particularly on reunification.