AGENDA SETTING THEORY (THE CREATION OF WHAT THE PUBLIC THINK IS IMPORTANT)

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AGENDA SETTING THEORY
(THE CREATION OF WHAT THE PUBLIC THINK IS IMPORTANT)


HISTORY
Agenda Setting Theory pictures the media to be a powerful influence of the media and its ability to tell us issues that are important. It dates back to 1922 when a newspaper columnist, Walter Lippman wondered about the power that the media holds in presenting images and news publically. Maxwell E. McCombs and Donald L. Shaw (McComb& Shaw) took this thought in mind and began investigating and researching on American presidential campaigns on 1968, 1972 and 1976. In their 1968 research, they focused on two elements, which are awareness and information. Their attempt is to analysis the relationship between what the voters in a community said were important issue to the actual content of the message that the media used during the campaign. They concluded that the mass media applied an important influence on what voters considered to be major issues of a campaign.


PROBLEM STATEMENT
There are two issues that concludes the overall research of Agenda Setting Theory:
  1.    Mass media does not reflect on reality, instead they alter it to fit a desirable reality.
  2.   Mass media only focus on issues and subjects that could lead the public to perceive those issues are important than the other.

Through this statement, we are able to understand the pervasive nature of mass media.

AGENDA SETTING THEORY MODEL

Source: McQuail&Windahl (1993)



APPLICATION OF AGENDA SETTING THEORY
Print or Broadcast Journalism, Advertisement, Political Campaigns & Speeches, Interview, Photojournalism and Governmental Publishing


by: SHARON GRACE KWAN BA18110044












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