Chapter 28 AgendaSetting Theory Griffin E 2006 A

Chapter 28 Agenda-Setting Theory Griffin, E. (2006). A first look at communication theory (6 th ed. ). Boston: Mc. Graw-Hill.

Agenda-Setting Theory Mc. Combs & Shaw, 1972 n Summary n n The media tells us what to think about Recently, agenda-setting claims the media also tell us what to think, and what to do about it www. tenbyten. org/now. html

First Level Agenda-Setting Original version of theory n Media tells us what to think about n Media agenda public agenda n Initial study on 1968 presidential election (Chapel Hill, NC) n Contrasts with prevailing selective exposure hypothesis n

First Level, cont’d n Who sets the agenda for the agenda setters? n News editors as “gatekeepers” n n n http: //www. freepress. net/content/ownership Political candidates Public relations professionals Interest groups News events themselves

Second Level Agenda-Setting Revised version of theory n Media tell us how and what to think about it n Framing– “to frame is to select some aspects of a perceived reality and make them more salient in a communication text” (p. 402) n

Second Level, cont’d Media may also tell us what to do about It n Currently being researched n Sometimes they tell us what to do or suggest what to do n

Who is Most Affected by Media’s Agenda? n Need for orientation n n Relevance Uncertainty

Effects of Newer Media n May lessen the agenda-setting effects of the media n n More content choice More control over content

Critique More realistic, limited effects model than the hypodermic needle model n Gives more power to the media than selective exposure hypothesis n Findings are not always consistent n Controversy over framing n