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Not what to think! What to
think about
Agenda Setting Theory
Selective Selective ExposureExposure
Agenda Agenda SettingSetting
PositioPositionn LengthLength
Testing the Theory
Criteria Criteria for for
ProminenProminencece
What Causes What?
MediaMediaPublic Public
Ordering Ordering of of
PrioritiesPriorities
Agenda Agenda Setting Setting
FunctionFunction
Correlation
Who is Most Affected?
High High Need for Need for OrientatiOrientati
onon
High High Index for Index for CuriosityCuriosity
SusceptibSusceptibilityility
FraminFramingg
2 Levels of Agenda Setting
Agenda SettingAgenda Setting
ImagesImages
AttributesAttributes
Behavioral Effects
Public Public OpinionOpinion
BehaviouBehaviourr
Media Media AgendaAgenda
Who Sets the Agenda?
PR ProsPR Pros
InterestInterestAggregatAggregat
ionion
CandidCandidatesates
EditorsEditors
News Doesn’t Set ItselfNews Doesn’t Set Itself
Will New Media Still Shape Agenda?
Ethical Reflections
Clifford Christians believes that discovering the truth is still possible if we are willing to examine the nature of our humanity.
His communitarian ethics establish civic transformation rather than objective information as the primary goal of the press.
He insists that media criticism must be willing to reestablish the idea of moral right and wrong.
Journalists have a social responsibility to promote the sacredness of life.
Critiques
Predicts that the public’s agenda for the salience of attitude objects and key attributes will follow the media’s lead
Explains why some people are more susceptible to media influence than others
Testable by using content analysis to establish media agenda, surveys to determine public opinion
Practical Utility as it tells media, candidates how to alter the pictures in the heads of the audience.
Recap
The media tell us (1) what to think about, and (2) how to think about it.
The first process agenda setting transfers the salience of items on their news agenda to our agenda.
The second process framing transfers the salience of selected attributes to prominence among the pictures in our heads.
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