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    Agenda Setting Theory

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    Siddarth Jain
    The Agenda Setting Theory proposes that the news media influences what issues the public thinks are important by deciding what to report on and how prominently to feature different stories. The theory suggests that if an issue is frequently covered in the media, the public will see it as a priority. The media sets the agenda by selecting some stories to publish prominently through "gatekeeping" while others receive less attention or are ignored. This affects what issues come to the public's mind and what they perceive as important topics.

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    Agenda Setting Theory

    Uploaded by

    Siddarth Jain
    100 views1 page
    The Agenda Setting Theory proposes that the news media influences what issues the public thinks are important by deciding what to report on and how prominently to feature different stories. The theory suggests that if an issue is frequently covered in the media, the public will see it as a priority. The media sets the agenda by selecting some stories to publish prominently through "gatekeeping" while others receive less attention or are ignored. This affects what issues come to the public's mind and what they perceive as important topics.

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    The Agenda Setting Theory proposes that the news media influences what issues the public thinks are important by deciding what to report on and how prominently to feature different stories. The theory suggests that if an issue is frequently covered in the media, the public will see it as a priority. The media sets the agenda by selecting some stories to publish prominently through "gatekeeping" while others receive less attention or are ignored. This affects what issues come to the public's mind and what they perceive as important topics.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    100 views1 page

    Agenda Setting Theory

    Uploaded by

    Siddarth Jain
    The Agenda Setting Theory proposes that the news media influences what issues the public thinks are important by deciding what to report on and how prominently to feature different stories. The theory suggests that if an issue is frequently covered in the media, the public will see it as a priority. The media sets the agenda by selecting some stories to publish prominently through "gatekeeping" while others receive less attention or are ignored. This affects what issues come to the public's mind and what they perceive as important topics.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 1

    Agenda Setting Theory

    The term was coined by Maxwell Mc Combs and Donald L. Shaw in 1972. This theory was coined in the
    context of the election campaign where politicians seek to convince the voters about the party’s most
    important agenda or issues.

    Idea: Agenda theory says that the news media present the public with the picture of the world but with
    the agenda of their own. The press does not tell us what to think, but it does tell us what to think about.

    Application:

    Newspapers receive abundance news in their offices and only a few of them are selected. This is called
    gate keeping. It results in some stories get place in the first page and other get less prominence. Some
    being given strong emphasis and others being buried. Thus, gate keeping results in a news agenda
    presented by the media to the public.

     The theory try to describe:


    1. How stories are selected, packaged and presented- a process known as
    gatekeeping,
    2. The resulting agenda, and
    3. How this agenda affects what people think about.
    Effects:
    1. The theory predicts that if any news item is presented prominently and frequently by
    the press, the public will come to believe that it is important.
    2. Media sets the personal and professional agenda of an individual.
    3. Decision of the audience depends upon the media.
    4. There is progressive increase in the use of the mass communication during election
    campaign and it also effects their voting decisions.
    5. The influence of the media’s agenda on an individual’s concerns with issues is directly
    related to how much he or she exposed to mass communication. Those individuals most
    frequently exposed to mass communication shows higher levels of agreement between
    the personal agendas and mass media agendas.

    Conclusion:

    The study established agenda setting as an important influence o our political process. Agenda setting
    appears to be one indirect way in which the media can change society over a long period of time.

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