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THE ROAD TO �AGENDA SETTING THEORY
Erin Baxter [email protected]
Twitter: @eebax
Laura Knox [email protected] Twitter: @knoxl89
MEDIA AGENDA
PUBLIC AGENDA
MEDIA AGENDA
PUBLIC AGENDA
THE ROAD TO AGENDA SETTING THEORY: �The Roadmap
Roadblock #1: Theory
Roadblock #2: Advancements
Roadblock #3: People
MEDIA
PUBLIC
THE ROAD TO AGENDA SETTING THEORY:�
The Original Theory
…the public agenda is set by media producers who tell us, not what to think, but what to
think about…
(McCombs and Shaw, 1972)
THE ROAD TO AGENDA SETTING THEORY:�
The Original Theory
Cartoon of AST
THE ROAD TO AGENDA SETTING THEORY: �The Roadmap
Roadblock #1: Theory
Roadblock #2: Advancements
Roadblock #3: People
MEDIA
PUBLIC
*You are here!
METHODS
THE ROAD TO AGENDA SETTING THEORY: ROADBLOCK #1
THE ROAD TO AGENDA SETTING THEORY�
ROADBLOCK #1: Theory Three Arguments
1. Argument over Definition
2. Argument over Scope
3. Argument over Methodology
THE ROAD TO AGENDA SETTING THEORY�
ROADBLOCK #1: Theory
ARGUMENT OVER DEFINITION
What is SALIENCE?
THE ROAD TO AGENDA SETTING THEORY�
ROADBLOCK #1: Theory ARGUMENT OVER SCOPE
AGENDA SETTING OR
FRAMING OR
PRIMING?
Still worth pursuing?
THE ROAD TO AGENDA SETTING THEORY�
ROADBLOCK #1: Theory Priming Framing
THE ROAD TO AGENDA SETTING THEORY�
ROADBLOCK #1: Theory ARGUMENT OVER METHODOLOGY
To aggregate or
not to aggregate.
(Winter, Eyal, and Rogers, 1982)
THE ROAD TO AGENDA SETTING THEORY�
ROADBLOCK #2
ADVANCEMENTS
THE ROAD TO AGENDA SETTING THEORY�
ROADBLOCK #2: Advancements
1. New Media
2. Portals
3. Social Media
Do these advancements threaten the legitimacy and need for Agenda Setting Theory?
THE ROAD TO AGENDA SETTING THEORY�
ROADBLOCK #2: Advancements
New Media Traditional v. Online News
Hard v. Soft News
Is Agenda Se+ng prevalent?
THE ROAD TO AGENDA SETTING THEORY�
ROADBLOCK #2: Advancements Portals
THE ROAD TO AGENDA SETTING THEORY�
ROADBLOCK #2: Advancements Social Networking
Concentration of audiences…
…fragmentation of agendas.
THE ROAD TO AGENDA SETTING THEORY�
ROADBLOCK #3
PEOPLE
THE ROAD TO AGENDA SETTING THEORY�
ROADBLOCK #3: People
Who is most susceptible?
Hold a fixed attitude toward the campaign theme
YES NO
Involve-ment in the campaign
theme
HIGH Type I Type II
LOW Type III Type IV
THE ROAD TO AGENDA SETTING THEORY�
ROADBLOCK #3: People
Who is most susceptible?
Hold a fixed attitude toward the campaign theme
YES NO
Involve-ment in the campaign
theme
HIGH Type I
Reinforcement (Limited Effects)
Type II Agenda Setting
LOW Type III Type IV
Low Involvement Learning
THE ROAD TO AGENDA SETTING THEORY�
ARE WE THERE YET?!
DEBATE In light of new media, will Agenda Setting
research be useful in the future?
THE ROAD TO AGENDA SETTING THEORY�
SUMMARY
MEDIA AGENDA
PUBLIC AGENDA
Roadblock #1: Theory
Roadblock #2: Advancements
Roadblock #3:
People MEDIA
PUBLIC
THE ROAD TO AGENDA SETTING THEORY�
ACKNOWLEDGEMENTS
McCombs, M. E. & Shaw, D. L. (1972). The agenda-setting function of the mass media. Public Opinion Quarterly, 36, 176-85."Takeshita, T. (2005). Current critical problems in agenda-setting research. International Journal of Public Opinion Research, 18, 275-296."
Winter, J. P., Eyal, C., & Rogers, A. (1982). Issue-specific agenda setting: the whole as less than the sum of the parts. Canadian Journal of Communication 8, 1-10. "
