This document discusses agenda setting and framing in media and politics. It makes three key points: 1) Agenda setting refers to the topics that the public considers important, which are often influenced by what issues receive the most media coverage. Media coverage determines "what we think about". 2) Framing involves how issues are presented or framed in media narratives. Different frames can lead to very different perceptions of the same issue. 3) New technologies have created a more open information environment where ideas can spread rapidly from the bottom-up rather than just top-down messaging from government. This allows for a more democratic exchange of ideas.

1. The New Platform for Change
Few things that we should consider in
embarking on the project
J**** (20th November, 2010)

2. Do Not Think of an Elephant
“ The world outside,
and the picture in our heads.”
* Source :Walter Lippmann,
1922
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3. Elephants in Your Head
• Let’s think of it. Unemployment Rate, Immigration
Reform, Health Care Plan…
Is he ruining the country?
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4. Agenda, Agenda Setting, and Frame
• Agenda
: Key Topic or issues public consider important
“What is the most important problem facing this country today?”
• Agenda Setting : Maxwell McCombs & Donald Shaw
: There is the correlation between the rate at which media
cover a story and the extent that people think that
this story is important
“ 언론에서 주목하지 않는 이슈는 사람들의 생각 자체에서 배제된다.”
“ 미디어는 우리가 매일 ’무엇에 대해 생각할 것인지(What to think about)’ 정해준다”
• Frame/Framing (인지적 틀 짜기)
: ebs 지식채널e ‘Frame’ http://pann.nate.com/video/215288579
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5. The Role of the Agenda Setting
“The list of subjects or problems to which
government officials, and people of outside of
government closely associated with those
officials, and paying some serious attention
at any given time … the agenda setting
process narrows a set of conceivable subject
to the set that actually become the focus of
attention.”
* Source : Kingdon’s, 1984
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6. Example
• Phase 1 : 과학 vs. 괴담
- 정부주도의 Frame 설정 : 확률, OIE …
• Phase 2 : 주권
- PD 수첩 ‘검역은 제2의 국방’
- 주권을 포기한 정부 vs. 주권을 나서서 지키는 국민
• Phase 3 : 불법 vs. 합법
- 시위참가자 연행, 폭력진압 …
• Phase4 : 비폭력
- 실시간 인터넷 생중계 → 경찰의 ‘폭력집단’ 프레임
Have you got the picture?
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7. The Current Paradigm Change
• One-sided Framing → Connected, Flat & Crowded Agora
– Anticommunist Ideology as the mechanism of repression
– Struggle for the freedom of speech
– Open, Uncontrolled, Connected and Interactive Ideas
– The Space for the Public Opinion (Top-down → Bottom-up)
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8. Not Enough
• Onceness, Fast turnover
• Focus on controversial social issues (not policy)
• Public’s One-sided Communication from
government’s standpoint
• Scattered data, Ideas, and Community members
on the Internet
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9. New Approach to Gov 2.0
• Gov 2.0 or Web 2.0 offers an unprecedented
opportunity to achieve open, accountable, responsive
and efficient government
• It is a key means for renewing the public sector,
offering new tools for public servants to engage and
response to the community, empower the
enthusiastic, share ideas and further develop their
expertise through N/W of knowledge
* Source : Report of the Gov 2.0 Taskforce of Australia
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10. Kea Points
• Open Ground for Democracy
• Post-Representative Democracy
• Ideas are Bulletproof
• “What is your ultimate objective in this project?”
10- Fin-