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The main concept associated with the agenda setting theory is gate keeping. Gate keeping controls over the selection of content discussed in the media; Public. The Agenda-Setting Theory in Mass Communication. This is the crux of the agenda-setting theory. This theory refers to how the media's news coverage determines which issues become the focus of public attention. Agenda-setting theory describes the "ability [of the news media] to influence the importance placed on the topics of the public agenda". That is, if a news item is covered frequently and prominently, the audience will regard the issue as more important.‎Core assumptions and · ‎Research on · ‎Theory development · ‎Application.


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Agenda-setting in business communication. The central theoretical idea of agenda-setting theory the agenda setting theory well in the world of business communication as well as political communication setting. This presentation of five basic propositions offers a theoretical roadmap for systematic empirical research into the influence of the mass media on corporate reputations" [59] Agenda-setting in advertising.

Ghorpade demonstrated media's agenda-setting can "go beyond the transfer of silence to the effect of the agenda setting theory behavior" and is thus relevant to advertising. Although agenda-setting theory is related to mass communication theory, it can be applied to interpersonal communication as well.

Yang and Stone investigated people who prefer to interpersonal communication have the same agenda as others who rely on mass media.

Agenda-setting theory - Wikipedia

According to them, the public agenda suggested by media can flow through interpersonal communication as well. Agenda-setting can be connected to cultivation theory.


Ogata Jones, Denham and Springston studied the mass and interpersonal communication on breast cancer screening practice and found that mass media is essential in "setting an agenda for proactive health the agenda setting theory.

Women who were directly or indirectly exposed to news articles about breast cancer tended to conduct more frequent screenings than those hadn't read such articles.

Agenda-setting theory is the agenda setting theory to other countries as well. In Europe, agenda-setting theory has been applied in similar pattern as in the United States. Guoliang, Shao and Bowman examined that agenda-setting effect in China is not as strong as in the Western world.

Political Agenda Setting and the Mass Media - Oxford Research Encyclopedia of Politics

They provided the agenda setting theory evidences in political and media structure in China. The theory has not been limited to elections, and many scholars constantly explored the agenda-setting effect in a variety of communication situations. This explains that agenda-setting has a theoretical value which is able to synthesize the agenda setting theory phenomena and to build new research questions.

Another contribution of agenda-setting is to show the power of media. Since the study of presidential election in Erie County, Ohioby Paul Lazarsfeld and his colleagues, little evidence the agenda setting theory mass communication effects was found over the next twenty years. Agenda-setting caused a paradigm shift in the study of media effects from persuading to informing by its connection of media content and its effects on the public.

Future[ edit ] Advent of the Internet[ edit ] The advent of the Internet and social networks give rise to a variety of opinions concerning agenda-setting effects online. Some have claimed that the power of traditional media has been weakened.

Agenda Setting: Definition, Function, Process & Examples - Video & Lesson Transcript |

Some suggest that social media and traditional media in political campaigns will integrate. Social media is the next step of agenda setting because now popular Twitter handles can now choose what they want their followers to see. While some theorize that the rise of social media will bring a downfall to journalists ability to set the agenda, there is considerable scholarship to counterbalance this form of thinking.

This has changed the way in which agenda setting is going and will continue to change throughout the evolution of technology and different media platforms.

One example that provides realistic criticism for this theory was the use of Twitter by reporters during the presidential election [71] and the the agenda setting theory that two way communication models now exist within the news media discourse.

Traditional media such the agenda setting theory newspapers and broadcast television are "vertical media" in which authority, power and influence come from the "top" the agenda setting theory flow "down" to the public.

Nowadays vertical media is undergoing rapid decline with the growing of "horizontal media" — new media enables everyone to become a source of information and influence, which means the media is "distributed horizontally instead of top-down".

Agenda Setting Theory

Then groups and communities represent a "collected agenda of issues" and "one joins a group by adopting the agenda setting theory agenda". On the other hand, agenda setting defines groups as "collections of people based on some shared values, attitudes, or opinions" that individuals join.

Now with the ease of access to media, people form their own agendas and then find groups that have similar agendas that they agree with.

The advances in technology have made agenda melding easy for people to develop because there is a wide range of groups and individual agendas.

It is relevant to furthering their goals. The information encapsulated in media coverage forms a useful political resource.


First, the media form a formidable source of factual information about societal problems and their potential solutions.