The document discusses agenda setting theory in media, which describes how the media can influence the public agenda by determining what issues are important through intense coverage. There are two levels of agenda setting - the first influences what issues people think about, while the second decides which parts of issues are emphasized. While some are skeptical about its effects, agenda setting theory suggests that heavy media coverage of certain topics can affect public perception of what matters most and influence especially those with a high need for orientation.

2. Agenda Setting describes a very powerful influence of the media…

3. …it’s the ability to tell us what issues are important

4. Intense media attention increases the importance of certain topics.

5. Remember when the media had a field day over President Obama’s birth certificate?

6. We all know about the scandal because the media thought it was important for us to know about it

7. There are levels of agenda setting.

8. The first level refers to the media using objects or issues to influence the people what people should think about

9. The second leveldecides what parts of the subject are important.

10. But how does this affect me?

11. We ALL consume media.

12. Therefore we all experience the media’s agenda setting

13. The relevance of information to a person and the level of uncertainty determine a persons need for orientation.

14. People with a high need for orientation are more likely to be influenced by the media.

15. However, some critics claim there is insufficient evidence to prove that the Agenda Setting Theory is real.

16. I’m Denis McQuail, a top scholar in the field of Communications He argues that the agenda-setting theory is “within the status of a plausible but unproven idea”

17. Next time you consume media, take a look at the stories being highlighted

18. Is the media influencing YOU?