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THE APPLICATION OF AGENDA SETTING THEORY IN THE NEWS MEDIA

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Rambo Ye

on 26 November 2013

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Transcript of THE APPLICATION OF AGENDA SETTING THEORY IN THE NEWS MEDIA

THE APPLICATION OF AGENDA SETTING THEORY IN THE NEWS MEDIA
Introduction
Agenda setting theory relates to the news media when explain its large influence on audience. Agenda setting theory is helpful for explaining the reason why people with similar media exposure put important on the same issues. In this theory, salience transfer is the critical view; it is about the capacity of the media to transfer issues of importance from media agendas to public agendas.
Plan for this Presentation
Ø Literature review
Ø Explanations about cases relating to this theory
Ø Application of the agenda setting theory
Ø Critique of the theory
LITERATURE REVIEW
•Cognitive effects
- The media produce an indirect influence on an audiences’ attitude
- Allocate more significant to issues that have been extensively covered by mass media
• Functions
Consists of multiple components:
- Media Agenda
- Public Agenda
- Policy Agenda
- Corporate Agenda
Framing vs Agenda setting
Similarities

Differences


Explanation of the case
In market place, there are lots of messages send by the media. The application of agenda setting theory in different contexts may result in different effect. Group people can be found on similarities and differences when comparing framing with agenda setting. Framing and agenda setting have differences on its functions in the process of news production, information processing and media effects. Actions about the O.J. case and the Clinton Scandal case are both classical examples of Agenda-Setting in action. During these important and historic events, the media was ever-present. All reports includes the placement of full page, color articles and top stories on this event made it clear that Americans should give priorities to these events because they are important issues. In these two cases, some people hold that O.J. was guilty, and others believed he was innocent. Similarly, some feel Clinton should have been impeached, and others thought otherwise. Thus the media was not totally successful in informing audiences what to think on these issues, but most people did hold that these issues were both significant for a certain period of time ..

Characteristics
- Concentrate on the news media have great influence on audiences, especially in terms of what stories to be regarded as newsworthy and prominent. Agenda-setting theory’s main assumption is salience transfer (McCombs, & Reynolds, 2002).
- Deals with the importance or salience of public issues
- Concentrate both on media content and audience perception
- Assumed as an effect of specific media details or trends in that issue, not a general effect of watching TV or reading papers
CRITIQUES OF THE THEORY
Advantages
1. It has explanatory function because it gives explanations on why most people regard the
same issues as more important
2. It gives implications on whether people will feel the same issues are important if people are exposed to the same media
3. Theory is not complicated, easy to understand
4. Fundamental springboard to approach further research and its organizing power will helpful to organize existing knowledge of media effects
Disadvantages
1. May be proven false if the situation changed
2. Negative effects
3. Research on this theory is inconclusive
4. Limited in the field of non-traditional forms of news media, such as social media, blog etc.
Name: Zhao Yixin
SID: 13439812
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