Agenda Setting Theory

Knowledge Center

What is the Agenda Setting Theory?

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:

1. The role of mass media, particularly news media, is to provide filtered information in order to create a distorted view of reality.
2. 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 in the case of Framing) 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.

Forum Forum about Agenda Setting. 🔥 Media Bias and its Influence on the Public Agenda What is Media Bias? Definition. Media bias refers to the act or tendency of journalists and organizations producing news to present information in a way that favors or promotes a particular perspecti... 10   3 comments 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 inter... 5   1 comments Selective Exposure Theory The theory of Agenda Setting has been developed to review the Theory of Selective Exposure. Selective Exposure says that people select those media outlets that support their ideas and predispositions.... 2   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 ... 1   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... 1   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... -1   2 comments Start a new topic about Agenda Setting Sign up for free

Courses about Agenda Setting. Beginners Course Advanced Course Course for Experts

Best Practices The best, top-rated topics about Agenda Setting. Here you will find the most valuable ideas and practical suggestions. 🥇 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 gener... 31   6 comments

Expert Tips Advanced insights about Agenda Setting. Here you will find professional advices by experts. Consultancy Tips Teaching Tips Practical Implementation Tips

Information Sources Various sources of information regarding Agenda Setting. Here you will find powerpoints, videos, news, etc. to use in your own lectures and workshops. Agenda Setting Theory and Media Agenda Setting, Media Effects A more detailed presentation about the Agenda Setting Theory, including the following sections: 1. History of Agenda Se... Agenda Setting and Framing by Media Agenda Setting, Framing, Mass Media Influences Presentation about Agenda Setting and Framing by M. Ersoy. The presentation starts with explaining agenda setting by out... Background of Agenda Setting Agenda Setting, Politics Presentation that is focusing on the backgrounds of agenda setting, without discussing the role of mass media in detail:... Oversight of Various Theories About Media Effects Media Effects, Media Management, Mass Media Presentation that gives an oversight of theories about media and its effects on their audience. The following theories ...

Tools Useful tools regarding Agenda Setting. News Videos Presentations   Books Academic More

Return to Management Hub: Communication & Skills  |  Ethics & Responsibility  |  Marketing & Sales

More on Management  |  Return to Management Dictionary

This ends our Agenda Setting Theory summary and forum.