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Agenda Setting Part two of Lecture three
I may add some additional material to the end of this. When I do so I
will notify you.
Agenda Setting
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is the process by which the media emphasizes an event and thus influences
an audience to regard this event as important.
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(McCombs and Shaw , 1972)
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"It may not be successful much of the time in telling the people
what to think, but it is stunningly successful in telling its readers what to
think about."
Gatekeeping
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David Manning White (1950)
(McCombs and Shaw , 1972)
"It may not be successful much of the time in telling the people what
to think, but it is stunningly successful in telling its readers what to think
about."
Dimensions of agenda setting
Cues
Audiences members accept cues
What is an agenda?
Rogers and Dearing (1988) define agenda as "a list of issues and events
that are viewed at a point in time as ranked in a hierarchy of importance"
(p. 565).
What is an agenda?
Reese (1991) suggests "an event serves as a news `peg' that justifies
examining the larger issues, or many separate events may be combined as evidence
of a larger issue" (p. 313).
Categories of agenda setting
Public Agenda Setting
Policy agenda setting
Media agenda setting
Public agenda setting
Media content
Issue importance
Location in media
Policy agenda setting
Media agenda
Public agenda
Media agenda setting
Who determines media content
Gatekeepers
Media industry
Media organizations
Rogers and Dearing (1988)
Circular– nine influence in
agenda setting
"media's
influence upon itself, the public, and policy makers;
the public's influence upon itself, the media, policy makers:
policy makers'
influence upon themselves, the media, and the public" (p. 582).
Agenda Building
Media Priming
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