Communication Theories: Agenda Setting Theory

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What factor contributes to agenda setting by selectively reporting on certain issues?

Media's interests and biases

In the context of agenda setting, what does framing refer to?

Media's presentation and portrayal of issues

Which theory involves using objects or issues to influence what people should think about?

Priming Theory

How does the media's ability to bring attention to certain issues impact public perception?

It shapes how the public perceives those issues Signup and view all the answers

What plays a role in determining which issues are given priority by politicians?

Media framing Signup and view all the answers

Which term refers to the complex interplay of factors including media interests, biases, and social context in agenda setting?

Agenda Setting Theory Signup and view all the answers

According to the agenda setting theory, what role does the media play in shaping public opinion?

The media determines which topics are covered and how they are presented Signup and view all the answers

Which book and author are credited with introducing the concept of agenda setting theory?

Public Opinion by Walter Lippmann Signup and view all the answers

What did McCombs and Shaw's research on presidential campaigns in 1968, 1972, and 1976 investigate?

The impact of media coverage on public opinion Signup and view all the answers

Which of the following is NOT one of the examples of media outlets mentioned in the text?

The New York Times Signup and view all the answers

According to the agenda setting theory, what is the principal connection between events in the world and the images in people's minds?

The mass media Signup and view all the answers

What is the central idea behind the agenda setting theory?

The media shapes public opinion by determining what topics to cover and how to present them Signup and view all the answers

According to the passage, what is the main criticism of the Agenda Setting Theory?

It assumes the media sets the agenda without considering the role of the audience. Signup and view all the answers

What is the primary factor that determines what gets put on the media agenda according to the passage?

The activities that people carry out in society. Signup and view all the answers

Which of the following is NOT mentioned as a criticism of Agenda Setting Theory in the passage?

It assumes media users are well-informed and deeply engaged in public affairs. Signup and view all the answers

According to the passage, where can the Agenda Setting Theory be applied?

In most areas of communication research, especially those dealing with media messages and their influence. Signup and view all the answers

What is the main purpose of the Agenda Setting Theory according to the passage?

To explain how the media sets the agenda for public discussion. Signup and view all the answers

What is the main factor that determines the media agenda according to the passage?

The activities carried out by the public. Signup and view all the answers

What was the focus of the 1968 research mentioned in the text?

The agenda-setting function of mass media and its influence on voters Signup and view all the answers

What is the core assumption or hypothesis of agenda-setting theory?

The media has the power to influence which issues are considered important by the public Signup and view all the answers

How can the media shape the way people think about issues, according to the text?

By giving certain topics more attention and framing them in particular ways Signup and view all the answers

What is one of the two basis assumptions underlying most research on agenda-setting, as mentioned in the text?

The press and the media do not reflect reality; they filter and shape it Signup and view all the answers

What is the relationship between media exposure and issue salience?

The more individuals are exposed to the news media, the higher the level of issue salience for media issues Signup and view all the answers

What impact can the media's influence on public perception have, according to the text?

It can have a significant impact on public policy and decision-making Signup and view all the answers

According to the passage, what is the main idea of the agenda setting theory?

The media has the ability to influence what issues the public finds important. Signup and view all the answers

What is the relationship between the media agenda and the public agenda according to the passage?

The media agenda influences the public agenda through prominence and coverage. Signup and view all the answers

What is the key difference between the public agenda and the media agenda according to the passage?

The public agenda is focused on issues that directly affect them, while the media agenda is focused on what is newsworthy. Signup and view all the answers

How does the passage describe the relationship between the public agenda, media agenda, and policy agenda?

The public agenda and media agenda both influence the policy agenda, creating a feedback loop. Signup and view all the answers

What is the key role of the media according to the agenda setting theory described in the passage?

To determine which issues are considered important by the public. Signup and view all the answers

Which of the following best summarizes the key idea of the agenda setting process described in the passage?

The media determines what issues are important, which then influences the public and policy agendas. Signup and view all the answers

Study Notes

Agenda Setting Theory

The media has the power to shape public opinion by determining what topics are covered and how they are presented.
The theory suggests that the media does not tell us what to think, but rather what to think about.

Origins of Agenda Setting Theory

The theory can be traced back to Walter Lippmann's 1922 book, "Public Opinion".
Lippmann argued that the mass media are the principal connection between events in the world and the images in the minds of the public.

Development of Agenda Setting Theory

McCombs and Shaw investigated presidential campaigns in 1968, 1972, and 1976.
They concluded that the mass media exerted a significant influence on what voters considered to be the major issues of the campaign.

The Power of Media

The media has the power to shape public opinion and political agendas.
News outlets can bring attention to certain issues and shape how the public perceives them.
The media can also have a direct impact on political agendas by determining which issues are given priority by politicians.

Levels of Agenda Setting

There are two types of strategies of media agenda setting: Priming and Framing.
Priming refers to the media using objects or issues to influence what people should think about.

Agenda Setting Process

Agenda setting is the process by which the media determines what issues are important and deserve public attention.
The media focuses on what they believe is newsworthy, while the public is interested in what affects them directly.
The media can influence the public agenda by highlighting certain issues or events, creating a feedback loop where the media covers an issue, which then becomes more important to the public.

Criticism of Agenda Setting Theory

The theory assumes a passive audience that simply accepts the media's agenda without question.
It doesn't account for the role of the audience in shaping media coverage.
It oversimplifies the complex relationship between the media and public opinion.
It focuses too heavily on the media as the primary source of agenda setting and ignores other factors such as political elites, interest groups, and public opinion.

Applications of Agenda Setting Theory

It is used in most areas of communication research, especially in researches that deal with media messages and their influence on the audience.
It can be used in areas like political advertising or political communication generally.

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