Agenda Setting in Media and Policy

Study Notes

Agenda Setting Approaches

Media Agenda Setting: This model shows how the media influences public opinion by setting the agenda for what is considered important.
- Gatekeepers (journalists and editors) and major events shape the media agenda.
- The media agenda then affects the public agenda (what the public considers important).
- The public agenda in turn influences the policy agenda (the issues that policymakers prioritize).
- Personal experience, interpersonal communication, and real-world indicators also influence the agenda-setting process.

John Kingdon's Theory of Multiple Streams

Problem Stream: Focuses on identifying public issues that require government attention.
- Indicators: Measurable data that points to a problem (e.g., unemployment rates, crime statistics).
- Focusing Events: Significant events that draw attention to an issue (e.g., natural disasters, economic crashes).
- Feedbacks: Reviews and critiques of previous policy solutions that highlight weaknesses or unintended consequences.
Policy Stream: Develops potential policy solutions to address identified problems.
- Technical feasibility: Determining if the proposed policy can be effectively implemented.
- Value acceptability: Assessing whether the policy aligns with societal values and norms.
- Financial viability: Assessing the financial resources needed for implementing the policy.
- Public agreement: Assessing public support and opposition for the policy.
Political Stream: Considers political context and actors that influence policy decisions.
- National mood: Reflecting the prevalent political climate and public sentiment.
- Interest groups: Organizations advocating for or against specific policies.
- Government: Policymakers who have the power to enact new laws or regulations.
Policy entrepreneurs: Individuals or groups who promote policy solutions by connecting the three streams.
Windows of opportunity: Favorable political moments where the three streams converge, allowing for policy change.
Policy output: New policies that are enacted as a result of the convergence of the three streams.

The Policy Cycle

The policy cycle is a circular model that illustrates the interconnected stages of policymaking.
Policy evaluation follows policy formulation, which follows agenda setting, which then follows policy implementation.
The policy cycle is a continuous loop where the evaluation of existing policies provides insights for the development of new policies.