Questions and Answers
Who are the theorists of agenda setting?
What does the agenda setting theory state?
The media are successful at telling us what to think about, not necessarily what to think.
What is the model of agenda setting theory?
Reality --> Gatekeepers --> Media Agenda --> Public Agenda --> Political Agenda
Match the rhetorical cues to their effects on agenda setting.
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Agenda setting theory works for people who have already made up their minds.
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What has changed about agenda setting in the context of new media?
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How does social media influence political journalism?
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What does agenda melding focus on?
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What starts the spiral of silence according to Elisabeth Noelle-Neumann?
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What is the role of mass media in the spiral of silence?
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What are echo chambers?
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Who are the theorists of uses and gratifications theory?
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Which of the following are types of needs connected to uses and gratifications?
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What are the main uses and gratifications?
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Why do people use social media according to the uses and gratifications approach?
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Study Notes
Agenda Setting Theory
- The agenda setting function of mass media is foundationally attributed to theorists Maxwell McCombs and Donald Shaw.
- Mass media effectively tells audiences WHAT TO THINK ABOUT rather than what to think, guiding public awareness and discussion on various topics.
- Increased media coverage correlates with the perceived importance of an issue among the audience, though individual perspectives may vary.
Agenda Setting Theory Model
- The process includes: reality --> gatekeepers --> media agenda --> public agenda --> political agenda.
- The political agenda influences the media agenda, while public perceptions affect both the public and political agendas over time.
Rhetorical Cues in Agenda Setting
- Frequency of repetition heightens the salience of rolling news stories.
- Items displayed prominently, such as headline news, are regarded as more significant than less visible stories.
- The degree of conflict in news items, such as political scandals, garner more attention compared to consensus.
- Contextual framing of news, like reporting on teenage drinking during summer holidays, affects public discourse.
Shortcomings of Agenda Setting Theory
- The theory predominantly focuses on news and overlooks other media forms, failing to account for diverse audience engagement.
- Individuals with established opinions are less influenced by agenda-setting processes.
New Media Influence
- Agenda setting dynamics have shifted with new media, such as blogs, empowering citizens in shaping news agendas beyond traditional media control.
- Social media platforms like Twitter play a key role in political journalism and contribute to intermedia agenda setting.
Agenda Melding Concept
- Agenda melding integrates personal and group agendas, with individuals aligning their views to belong to a group.
- Individuals often seek communities with shared beliefs that reinforce their perspectives, explaining the variability in media influence.
Spiral of Silence Theory
- Elisabeth Noelle-Neumann posits that loud public opinions can silence dissenting voices, particularly in controversial discussions.
- Consensus on issues minimizes the likelihood of a spiral of silence, while fear of social isolation often subconsciously affects behavior based on public opinion.
Mass Media's Role in Public Opinion
- Mass media can significantly shape public opinion, as repeated support of one side in controversies can lead to quieter opposition, completing the spiral of silence.
The Spiral of Silence Online
- Echo chambers create environments where individuals only encounter reinforcing opinions, limiting exposure to alternative viewpoints.
Uses and Gratifications Theory
- Developed by Elihu Katz and Jay Blumler, this theory examines how media fulfills various individual and social needs.
- Individual needs include orientation, relaxation, adaptation, information, and identity formation.
- Social needs encompass cohesion, cultural continuity, and the circulation of public information.
Main Uses of Media Based on Uses and Gratifications
- Entertainment and diversion provide escapism.
- Surveillance and information gathering aid knowledge acquisition about the world.
- Individuals use media for personal identity formation by comparing themselves to characters.
- Social interaction is facilitated through media channels.
Social Media and Uses and Gratifications
- Users engage with social media for social interaction, self-education, leisure, and entertainment.
- Social media offers avenues for personal expression, gossip, and communication convenience.
- Sharing personal information and monitoring others' activities are also prevalent motivations.
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Description
Test your knowledge with these flashcards on agenda setting theory and the influential theorists like Maxwell McCombs and Donald Shaw. Learn how mass media shapes our perceptions of what to think about rather than what to think. A great resource for students of media studies.
