Agenda Setting Theory

THREE TYPES OF AGENDA SETTING

Concepts

Agenda setting occurs through a cognitive process known as “accessibility,” which implies that the more frequently and prominently the news media covers an issue, the more that issue becomes accessible in the audience’s memory.

POLICY AGENDA SETTING

"#StrongerPH"

PUBLIC AGENDA SETTING

Public Agenda Setting

Assumptions

MEDIA AGENDA SETTING

Priming: Activity of the media in proposing the values and standards by which objects of the media attention can be judged. Media’s content will provide a lot of time and space to certain issues, making it more vivid.

"Campaign For Real Beauty"

Media Agenda Setting

(1) the press and the media do not reflect reality; they filter and shape it

(2) media concentration on a few issues and subjects leads the public to perceivethose issues as more important than other issues

Relationship among concepts

Framing:

• Way in which news content is typically shaped and contextualized within same frame of reference.
• Audience adopts the frames of reference and to see the world in a similar way. It is how people attach importance to a news and perceive it context within which an issue is viewed.

Public Agenda Setting talks about the audience's agenda while Media Agenda Setting talks about the influence of mass media to the audience. Policy Agenda Setting then is the mixture of both Public and Media of how they may influence the decisions of elite policy makers.

"Obama For Hope"

Policy Agenda Setting

ICEBREAKER

AREAS OF INTEREST

As Advertising students, it is then related

to our part since our future jobs would

mostly be about media and how we could

advetise different brands, shows, and even politicians. In our part, it is then a break between ho we'll be able to earn while still feeding the interest of the audience with real issues concerning the nation and their lives; not just for the ratings. The challenge is there and it is then up to us how to live up to the challenge given.

Conclusion

CRITIQUE

Agenda Setting Theory is...

• Diverse
• Ambiguity exists on the level of effect, nature of effect and where the effect occurs.
• Can be proven false
• Media users not ideal, people may not pay attention to details.
• Effect is weakened for people who have made up their mind.
• Media can’t create problems. They can only alter the awareness, Priority etc.

The sad truth is that most of the reality of what is going on in the world isn't represented by the media, especially not the commercial media. If an event does not satisfy a certain amount of news values, it simply doesn't make the cut, no matter how important it is in the grand scheme of things.

The creation of what the public thinks is important.

Mccombs

THEORISTS

Conceptual Map

Agenda setting describes a very powerful influence of the media – the ability to tell us what issues are important

The Agenda Setting Theory was first introduced in 1972 in Public Opinion Quarterly by Drs. Maxwell McCombs and Donald Shaw. This theory was developed as a study on the 1968 presidential election where Democratic incumbent Lyndon B. Johnson was ousted by Republican challenger Richard Nixon.

Shaw

SOURCES

Walter Lippman

During the 1968 election, McCombs and Shaw explored Lippmann’s idea of imagery by examining the media’s agenda and comparing it to the key issues of the undecided voters. What they found was that the voter’s agenda highly correlated to that of the news media (McCombs &Shaw, 1972).

http://s4267743.blogspot.com/2012/06/lecture-eleven-agenda-setting.html

http://www.academia.edu/3355260/An_Overview_of_Agenda_Setting_Theory_in_Mass_Communications

http://www.utwente.nl/cw/theorieenoverzicht/Theory%20clusters/Mass%20Media/Agenda-Setting_Theory/

blogs.uoregon.edu/j350dove/2013/06/11/agenda-setting/

http://communicationtheory.org/agenda-setting-theory/

https://www.inkling.com/read/management-and-organization-theory-jeffrey-miles-1st/chapter-4/agenda-setting-theory

Agenda Setting Theory