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Agenda Setting Theory

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on 15 June 2014

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Transcript of Agenda Setting Theory

Agenda Setting Theory
Write the primary idea of the mind map in the center. Use different color notes to differentiate between topics. Use lines and arrows to create branches that connect ideas to each other.
Criticisms of the Agenda Setting Theory
This theory is good at explaining why people with similar media exposure place importance on the same issues . Although different people may feel differently about the issue at hand, most people feel the same issues are important.

There are two basis assumptions about agenda-setting :
The levels of agenda setting theory:
Agenda Setting Example
What The most important issue facing the Emirates Society at the present time ?

Dubai hosting expo 2020
Spread of Coruna

The press and the media do
not reflect reality
; they filter and shape it .

Media concentration on a few issues and subjects leads the public to perceive those issues as
more important
than other issues

First Level :
Media uses objects or issues to influence the people
people should think about .
Second level :
Media focuses on the characters of issues
people should think about .

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
to certain issues, making it more vivid

is a process of selective control. Framing talks about how people attach importance to certain .

The researchers:
Agenda-setting theory was formally developed by Dr. Max McCombs and Dr. Donald Shaw.

Background (why the theory was proposed):
Agenda setting describes a very powerful influence of the media – the ability to tell us what issues are important
- Dr. Max McCombs and Dr. Donald Shaw developed the Agenda-setting theory in a study on the1968 presidential election. They investigated presidential campaigns in 1968, 1972 and 1976

Main ideas of the theory
Agenda-setting is the creation of public awareness and concern of salient issues by the news media.

(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 perceive those issues as more important than other issues.

Research methods
1 - The researchers conducted a content analysis of newspaper and
television coverage of the campaign.

2- survey: McCombs and Shaw demonstrated a strong correlation between what 100 residents of Chapel Hill, North Carolina thought about the most important election issue and what the local and national news media reported the most important issue.

- By comparing the salience of issues in news content with the public's perceptions of the most important election issue.

- McCombs and Shaw concluded that the mass media exerted a significant influence on what voters considered to be the major issues of the campaign.

• why most people prioritize the same issues as important
• it predicts that if people are exposed to the same media, they will feel the same issues are important
• helps organize existing knowledge of media effects
• It is a springboard for further research

The strength of agenda setting theory
• focusing on
the audience
instead of the actual
(what the people do with the media rather than “what media does to people)

• the media
cannot have total control
over the public’s thinking

• The media relies heavily on surveys based on assumption and not on the actual response of the audience.

The weakness of agenda setting theory
Full transcript