MP Agenda Seting

8/8/2019 MP Agenda Seting

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Presented By Zeelaf Naqvi

BSS-6 ADated: 15th Dec, 2010


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Agenda setting (influence + role) of media


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` Prof. Maxwell McCombs &Prof. Donald Shaw in

their Chapel Hill study (1968)

` mass media sets the agenda for public opinion by

highlighting certain issues

` main effect of the news media was to set an

agenda, i.e. to tell people not what to think, but

what to think about


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` A function not a theory Agenda-setting isbelieved to occur because:

` the press must be selective in reporting the news.

News outlets act as gatekeepers of information andmake choices about what to report and what not


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` Core:Agenda-setting is the creation of publicawareness and concern of salient issues by the

news media. Two basic assumptions underlie most

research on agenda-setting:

` (1) the press and the media do not reflect reality;

they filter and shape it;

`

(2) there exists acorrelation

between the rate atwhich media cover a story and the extent to which

people think that this story is important


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` combination of gatekeepers

` editors

` managers &

` external influences


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` 3-step approach:

1. Agenda Setting: The relationship between the

salience of a story and the extent to which

people think that this story is important.

Further research shows that people tend to attribute

importance according to media exposure.


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2. Agenda Cutting: As the press is selective when reporting

the news, most ofreality is not covered in the media andas a result, people do not regard such stories as importantor even realize they exist, especially when they have no

direct contact with the event or story in question. This effect

is called Agenda Cutting. Example: reporting on outbreak of

skin disease in Balochistan.

3. Agenda Surfing: The media tends to follow trends and thussurfs on the wave of topics originally mentioned in the

opinion-leading media. Tracking all of the articles in

opinion-media thus enables prediction of the stories that

are going to be covered by the media in general in the nearfuture, as well as prediction of the stories that are dying

out. The Agenda Surfing effect can help you to place the

right stories in the right media at the right time.


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` The Agenda-Setting Theory comes from a scientific

perspective, because it predicts that if people are exposed tothe same media, they will place importance on the same

issues.

` It can be proven false. If people arent exposed to the same

media, they wont feel the same issues are important.

` It has explanatory power because it explains why most peopleprioritize the same issues as important.

` It has predictive power because it predicts that if people are

exposed to the same media, they will feel the same issues are

important.

` It is parsimonious because it isnt complex, and it is easy tounderstand.

` It has organizing power because it helps organize existing

knowledge of media effects.


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` The pictures in peoples minds about the outside world are

significantly influenced by the mass media.

` The agenda-setting effects of the mass media also have significantimplications beyond the pictures created in peoples heads.

` At the second level of agenda-setting, the salience of affective

attributes mixed with the publics cognitive pictures of these issues

represents the convergence of attribute agenda-setting with opinion

formation and change.

` Beyond attitudes and opinions, the pictures of reality created by themass media have implications for personal behaviors


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THANKYOU ALLu


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Documents

MP Agenda Seting