Definition Agenda Setting Theory. Description.
Agenda Setting Theory is a mass communication theory that holds the media have the ability to advise or tell audiences what issues are major and relevant, thus setting the 'agenda'. They can achieve this by choosing what stories to consider newsworthy and how much prominence and space they give them.
The Agenda Setting Theory has been first formulated by Maxwell McCombs and Don Shaw, Journalism Professors at the University of North Carolina, in the period of 1968-1976. At that time, the two authors were empirically researching American Presidential election focused on audience awareness and information. They successfully attempted to find links between what was relevant for the voters and information provided by mass media.
Key hypothesis of Agenda Setting Theory are:
- The role of mass media, particularly news media, is to provide filtered information in order to create a distorted view of reality.
- Media focus on certain issues depicting them as more important than others because they want the public opinion to perceive them as more important.
Unlike previous mass communication theories, like the Hypodermic Needle Theory, Persuasion Theory, Two Step Flow Model and the Limited Effects Theory, the concept of agenda setting analyzes cumulative or long term media effects on individuals and society. See also: Cultivation Theory and Dependence Theory. And, as also contemporary theories such as Uses and Gratifications Theory, Play Theory and Spiral of Silence, Agenda Setting narrows the field of possible effects of mass communication.
In fact, according Bernard Cohen, author of the book “The Press and Foreign Policy”, the main media effect is to set the agenda of the public opinion, so “what to think about” and not “what to think” as was previously supposed. Media pretend to provide audiences with the most relevant food for thought while having little power to influence existing opinions and behaviors even on the most debated topics. In this perspective, the only influence media can exert is to giving some arguments of a certain topic to create a mental framework in their audiences. Thus mass communication can hit individuals’ cognitive encyclopedia. In other words, media modify information and knowledge available to individuals setting the priority of topics. This effect is known in media studies and communication literature as the salience transfer. The agenda power of the press is more long-term oriented, the one of TV tends to simplify and “spotlight” it right now.
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Priming and Framing in Agenda Setting
"Agenda setting cannot be over emphasizes in this global village. With the many issues that are clamoring for attention, agenda setting comes in as very necessary though what might seem very important to the media might not be important to the masses.
This is why they use priming and framing in the form of headlines, reminders, etc to make us see this issues as important. The public agenda is the media's agenda and vice versa. This goes to show that the media only reflects society. Just like in McQuails 8 metaphor, the media is the mirror of the world.
Thanks to the gatekeepers in agenda setting who ensure that the right material is disseminated to the masses, so as not to distort peace and stability." |
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Agenda Setting at the Water Cooler
"During change and organizational development projects I use agenda setting within informal interpersonal exchanges e.g. 'the water cooler conversations', as a vehicle for influencing corporate culture.
In these situations I treat culture as a portfolio of tacit behavioural protocols which are themselves subject to change and adaptation through 'casual consensus'.
Happy to expand further if anyone is interested in pursuing it." |
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Agenda Setting in HR
"Whereas agenda setting theory originated from mass communication experts, we have used it quite often in human resource policy management.
Effective human resource policies can be guaranteed if their foundation is deeply dug at the agenda setting stage. Questions of what policy, why the policy, when to implement, what resources required, who is involved and how to implement, which tools to use are all ascertained at agenda setting.
The importance of agenda setting cannot be under-estimated." |
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Agenda Setting Theory is Subset of Frame Analysis
"Agenda setting theory seems to be a subset of Frame Analysis as originally posed by Goffman and elaborated by George Lakoff, a linguist. We have no choice but to set a "frame" on what and how we interact with the environment. Without a frame, we wouldn't know what to focus on and what to ignore. That the media does the same is not an observation that should necessarily startle us." |
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Agenda Setting as a Purposive Proposition
"Agenda setting relates to the proficiency, ingenuity and / or dexterity of media or information managers to direct or control, as it were, the attention, focus or opinion of a target audience or general public to a direction, for the purpose of achieving a desired result.
This is akin to providing a lead which ultimately determines what the communicator intends the target communicatee to focus on. It could be described as a subtle, subjective/purposive apparatus that communicators employ to sway public opinion or engage the attention of the general public.
Innocuous, as it may seem, it could serve as an instrument capable of exacerbating or dousing tension in a fragile socio-economic and political climes or situations.
On the other hand, it could also serve a positive role in promoting peace and socio-economic cum political progress, be it locally, nationally or internationally." |
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