Scribd Logo
Upload

Welcome to Scribd!

  • 30 views

    Agenda Settimg Theory

    Uploaded by

    Aqsa Rubab
    The document summarizes the agenda setting theory proposed by Maxwell McCombs and Donald Shaw in 1972. The theory states that the news media has the powerful ability to influence the public's perception of what issues are important by deciding what to report on and how much attention to give issues. The media sets the public agenda by priming certain issues through repeated coverage, using headlines, and framing issues in different ways. While influential, the media cannot create issues but rather alter awareness and priorities through selective gatekeeping of the information that reaches the public.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Agenda Settimg Theory

    Uploaded by

    Aqsa Rubab
    30 views14 pages
    The document summarizes the agenda setting theory proposed by Maxwell McCombs and Donald Shaw in 1972. The theory states that the news media has the powerful ability to influence the public's perception of what issues are important by deciding what to report on and how much attention to give issues. The media sets the public agenda by priming certain issues through repeated coverage, using headlines, and framing issues in different ways. While influential, the media cannot create issues but rather alter awareness and priorities through selective gatekeeping of the information that reaches the public.

    Original Title

    Agenda Settimg Theory (2).pptx

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document summarizes the agenda setting theory proposed by Maxwell McCombs and Donald Shaw in 1972. The theory states that the news media has the powerful ability to influence the public's perception of what issues are important by deciding what to report on and how much attention to give issues. The media sets the public agenda by priming certain issues through repeated coverage, using headlines, and framing issues in different ways. While influential, the media cannot create issues but rather alter awareness and priorities through selective gatekeeping of the information that reaches the public.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    30 views14 pages

    Agenda Settimg Theory

    Uploaded by

    Aqsa Rubab
    The document summarizes the agenda setting theory proposed by Maxwell McCombs and Donald Shaw in 1972. The theory states that the news media has the powerful ability to influence the public's perception of what issues are important by deciding what to report on and how much attention to give issues. The media sets the public agenda by priming certain issues through repeated coverage, using headlines, and framing issues in different ways. While influential, the media cannot create issues but rather alter awareness and priorities through selective gatekeeping of the information that reaches the public.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 14

    AGENDA SETTING

    THEORY
    “The creation of what the public
    thinks is important”
    Theorists
    Maxwell McCombs and Donald L.
    Shaw
    Year
    1972
    “News Media is powerful to tell
    people what to think about”
    History and Orientation
    Agenda setting describes a very powerful influence of the media –
    the ability to tell us what issues are important.
     As far back as 1922, the newspaper columnist Walter Lippman
    was concerned that the media had the power to present images to
    the public.
     McCombs and Shaw investigated presidential campaigns in
    1968, 1972 and 1976. In the research done in 1968 they focused
    • Investigating the agenda-setting function of the
    mass media, they attempted to assess the
    relationship between what voters in one community
    said were important issues and the actual content of
    the media messages used during the campaign.

    • McCombs and Shaw concluded that the mass


    media exerted a significant influence on what
    voters considered to be the major issues of the
    Core Assumptions and
    Statements
     Core

    Agenda-setting is the creation of public awareness and concern of salient issues


    by the news media.
     Assumptions

    Two basis assumptions underlie most research on 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 perceive
    those issues as more important than other issues.
    Statement
    Bernard Cohen (1963) stated:
    “The press may not be successful much of the time
    in telling people what to think, but it is stunningly
    successful in telling its readers what to think
    about.”
    Conceptual Model
    Types
     Media Agenda

    Media agenda is the set of topic addressed by the media sources (e.g.
    Newspapers, television and radio).
     Public Agenda

    Public agenda is the set of topic that members of public believe is important.
    (e.g. Issues and debates that are discussed by people).
     Policy Agenda

    Policy agenda represents issues that decision-makers ( e.g. legislators and those
    who influence the legislative process) believe are particular salient.
    Two Levels of Agenda
    Setting Theory
    1st Level
    Mostly studied by researcher, media uses objects or issues
    to influence the people what people should think about.
    2nd Level

    Media focus on the characters of issues how people should


    think about.
    Gate Keeping
    The main concept associated with the agenda
    setting is Gate Keeping ( control over the selection
    of content discussed in media).
    e.g. News comes from various sources; editors
    choose what should appear and what should not that
    is why they are known as Gatekeepers.
    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.
     In simple words, media is giving utmost importance to a news so that it
    gives people the impression that is the most important information.
     Particular news is carried as a heading or covered everyday for months.
     Headlines, special news features, discussions, expert opinions are used.
     Media primes a news by repeating it and giving it more importance.
    Framing
     Framing is a process of selective control. Framing talks about
    how people attach importance to certain news for example in
    case of attack, defeat win and loss, how media frames the news
    such that people perceive it in a different way.

     We can take India and Pakistan war, same happening is framed


    in different ways in both the countries so depending on which
    media you view your perception will differ.
    Scope and Application
    Just as McCombs and Shaw expanded their focus, other
    researchers have extended investigation of agenda setting
    to issues including history, advertising, foreign and
    medical news.
    Criticism
     Media users not ideal, people may not pay attention to details.
     Effect is weekend for people who have made up their mind.
     Media cant create problems. They can only alter the awareness
    and priority etc.
     Entirely too difficult to measure.
     Itcan be proven false if people are not exposed to the same
    media , they wont feel the same issues are important.

    You might also like