Agenda setting theory one of Communication theories that defines how agendas set for political ads, campaigns, business news and PR..ppt

one of Communication theories that defines how agendas set for political ads, campaigns, business news and PR.

1. Agenda
setting theory
Framing,Priming

2. Agenda-Setting
occurs through a cognitive
process known as “accessibility
Media provides information
Portraits the major issues

3. Metin ERSOY - Spring 2009

4. Agenda-Setting
Walter Lipmann, was first who
realised the importance of the
media and our way of thinking.
Public Opinion (1922), “mass media,
primarily newspapers and
magazines… create our picture of
the world”

5. Agenda-Setting
Beginnings
1968, McCombs & Shaw, from the
University of North Carolina,
conducted a research during the
presidential elections.
First research that was depending
on Lipmann’s thesis

6. Agenda-Setting
The main issue in Chapel Hill study
(1968) was salience.
What is salience?
Salience means “whether or not
something is perceived as important or
prominent” (McCombs & Bell, 95).

7. Agenda-Setting
 Definition
Bernard Cohen, “The Press and Foreign
Policy (1963). the media “may not
successful much of the time in telling
people what to think, but it’s stunningly
successful in telling its readers what to
think about”.

8.  Levels of agenda setting
theory:
First level
usually used by the researchers
To study media uses and influence
Second level
Media focuses on how people should
think about 

9. Where agenda setting used
In political ad
Campaigns
 Business news
 PR (public relation)

10. Example ;
long march

12. Priming
 This theory was put forward by Iyengar,
Peters, and Kender in 1982 and labelled it
as the priming effect.
Offers explanation how information from
media stored in human mind and it
influences in making decision

13. Priming
Utmost importance to a certain event
News Heading or covered regularly for
months
Headlines, special news features,
discussions, expert opinions
Media primes news by repeating the
news and giving it more importance,

14. for example,
 Nuclear Deal.
highlight a particular issue through the
media ignoring more important issues
E.g
Government highlight issues concerning
economic development ignoring
environmental issues

15. Framing
Framing the News
Another part of agenda-setting as
“mass media have a strong impact by
constructing social reality
Process of selective control
news content is typically shaped
Audience adopts the frames of reference

16. Framing
term introduced by Todd Gitlin in 1980
“how American television network
trivialized a major student political
movement during the 1960s”
(McCombs & Bell, 106).
Frames can be very useful for
journalists (media labours) to frame the
issues.
Having certain type of frames,
journalists can write their news stories
easily.

17. Framing deals with
how people attach importance to
certain news
Re-constructing the ‘realities’ in our
lives.
E.g
Attack, defeat, win and loss

18. Framing
According to Entman individual
frames can be defined as
“mentally stored clusters of ideas
that guide individuals’ processing
information”

19. Factors affecting Agenda
setting
Gatekeepers
editors
managers
other external influences
\

20. Criticisms of Agenda setting
theory is
Media users are not ideal.
The people may not pay attention to
details.
Media users are not ideal. The people
may not pay attention to details.
Media cannot create problems. They can
only alter the level of awareness, priorities,
importance, etc