Agenda Setting Theory.

Lahore College for Women University

1. Agenda Setting Theory Communication Theories

2. Agenda setting theory What is it? In lay man’s term if a piece of information is covered frequently and prominently the audience will regard the issue as more important.

3. Agenda setting theory DR. Max McCombs Dr. Donald Shaw Founding Fathers

4. Agenda setting theory History Begin when Walter Lippmann expresses his concern on the vital role that mass media can do in influencing the setting of certain image on the public's mind in 1922. Developed and published in 1972 by dr. Max McCombs & dr. Donald Shaw. Based on 1968 us elections, contested between Richard Nixon and Hurbert Humphrey.

5. Agenda setting theory Core Assumption The influence of media affects the presentation of the reports and issues made in the news that affects the public mind. The press and media do not reflect reality they filter and shape it. Media concentrate on a few issues and make them important then other issues in public perception. The time frame for this phenomenon is very crucial. Agenda setting theory countered the “limited effect” school of thought.

6. Agenda setting theory Focus of theory Election campaigns. Establishing cause-effect relationship between media agenda and public agenda. Quantitative research techniques.

7. Agenda setting theory Who set agenda?/ factors Media gatekeeper External influences. Non-media sources like government officials and influential personnel. The candidate/ political leader themselves

8. Agenda setting theory Framing Media not only influence what we think about, they influence the way we think about them. They do this by “framing”: i.e. through selection, emphasis, exclusion and elaboration. These determine the salience of particular attribute of a story of issue. Framing promotes a particular problem definition, causal interpretation , moral evaluation or treatment recommendation

9. Agenda setting theory Types of Agenda Setting 1.Public agenda setting: Public agenda is the dependent variable _influence by opinion leader 2.Media agenda setting: Media’s agenda is the dependent variable _influence by media 3.Policy agenda setting : Policy makers agenda is the dependent variable _influence by government

10. Agenda setting theory First level agenda setting Enacts the common subjects that are most important. To study media uses and its objectives or the influences that media creates on people. Second level agenda setting Focuses on how people should think about the nature of the issues. Media wants to grab attention and implant thoughts in people minds about some serious issues.

11. Agenda setting theory Example COVID-19 updates – Media corporations and politicians constantly clash over the highly politicized issue over the 2020 Coronavirus outbreak. Citizens have been exposed to misinformation, contradicting information, and no information because of the corporate media and politicians attempting to use the situation to advance their agendas .

12. Agenda setting theory How it works? Reality like politics, economy and society. Public perception of reality : public agenda. Selection by journalist/PR : media agenda. Media reality : public perception.

13. Agenda setting theory Critique Can only show that media agendas affect some people, on some issue , some of the time. Has cognitive rather than affective focus. Dose not deal much with presentation factors Media effect does not work for people who have fixed mindset.

14. Any Question ?

15. Thank You