Adgenda Setting
Agenda Setting is a theory, but like all good, solid theories is all a bit obvious really
Redman, 2011
The media play a large role in ‘constructing’ or ‘mediating’ the social world as we understand it.An individual’s conception of reality is socially constructed through a process of communication using shared language. Reality exists, but the way we come to know it, talk about it, understand it, is mediated through social life.
The four agendas in media
1) PUBLIC AGENDA -the set of topis that members of the public perceive as important.
2) POLICY AGENDA -issues that decision makers think are salient. (i.e. legislators)
3) CORPORATE AGENDA -issues that big business & corporations consider important.
4) MEDIA AGENDA -issues discussed in the media.
“Agenda setting is the process of the mass media presenting certain issues frequently and prominentlywith the result that large segments of the public come to perceive those issues as more important than others. Simply put, the more coverage an issue receives, the more important it is to people.”
(Coleman, McCombs, Shaw, Weaver, 2008)
“Propaganda is used as a tool to help shape images in the minds of human beings in support of an enterprise, idea or group. Propaganda can be used to substitute one social pattern for another.”
http://blog.15minutephilosophers.com/2010/11/19/walter-lippmann.asp
Two Levels of Agenda Setting
First Level Agenda Setting Theory: This is for the most part studied by researchers and emphasizes the major issues and "the transfer of the salience of those issues." At this level the media suggest whatthe public should focus on through coverage.
Second Level Agenda Setting Theory: This is essentially, how the media focuses on the attributes of the issues. The media suggests howpeople should think about an issue.
Components of Agenda Setting
1. Media Gatekeeping
2. Media Advocacy
3. Agenda Cutting
4. Agenda Surfing
5. The diffusion of News
6. Portrayal of an Issue
7. Media Dependence
Agenda Surfing - The media "surfs" on the wave of topics originally mentioned in the opinion-leading media.
The Bandwagon Effect -public opinion influences others towards that opinion
The most common media dependency is Facebook/Twitter. It has become a way of life as people are constantly feeling the need to check Facebook or Twitter every couple of minutes.
Strengths
•explanatory power because it explains why most people prioritize the same issues as important.
•predictive power because it predicts that if people are exposed to the same media, they will feel the same issues are important.
•can be proven false. If people aren’t exposed to the same media, they won’t feel the same issues are important.
• meta-theoretical assumptions are balanced on the scientific side.
• It lays groundwork for further research.
• It has organizing power because it helps organize existing knowledge of media effects.
Weakness'
Media users may not be as ideal as the theory assumes. People may not be well-informed, deeply engaged in public affairs, thoughtful and skeptical. Instead, they pay casual and intermittent attention to public affairs, often ignorant of the details.
•For people who have made up their minds, the effect is weakened.
•News cannot create and conceal problems. The effect can merely alter the awareness, priorities and salience people attach to a set of problems.
