Agenda Setting Theory Journal Article Discussion
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The document summarizes agenda-setting theory in mass communication. It defines agenda-setting as the ability of media to influence the importance of issues in the public. The theory originated in the 1920s and was formally developed by McCombs and Shaw in their 1972 study of the 1968 US presidential election, which found that voters' perceptions of important issues matched the media's coverage. The document also discusses how agenda-setting relates to priming and framing effects and explains differences between these concepts.
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Agenda Setting Theory Journal Article Discussion
- 1. Agenda Setting by Emilee, Amelia and Maggie
- 2. Definition: 1. agenda-setting(Noun) 2. A theory in mass-communication that states that the media have the ability to determine which issues are important to the public. -definitions.net "May not be successful much of the time in telling people what to think, but it is stunningly successful in telling its readers what to think about” -Bernard Cohen
- 3. Origin: -Observed as early as the 1920’s -Cohen’s famous quote -Formally developed by Dr. Max McCombs and Dr. Donald Shaw -Still considered relevant
- 4. Who are McCombs and Shaw? -Associate Professors of Journalism -University of North Carolina, Chapel Hill -Famous for their “Chapel Hill” study
- 5. “The Agenda-Setting Function of Mass Media” -Journal article published in 1972, Public Opinion Quarterly -Examines the role of the theory in the mass media -Detailed account of the “Chapel Hill” study
- 6. Methods and Research: - Chapel Hill Study - Study attempted to match what voters claimed to be important issues with what was being presented in the media - 1968 presidential campaign - Categorized content (major v. minor) - 100 interviews conducted - Content analyzed
- 7. Findings -Content was not about the issues -Rather, analysis of the campaign itself - Voters pay some attention to all political news, regardless of candidate -Differing characteristics of media play a role “Voters tend to share the media’s composite definition of what is important strongly suggests an agenda- setting function of mass media.” .
- 8. “The media appear to have exerted a considerable impact on voters judgement of what they considered the major issues of the campaign.”
- 9. Agenda-Setting, Priming and Framing Revisited: Another Look at Cognitive Effects of Political Communication Dietram A. Scheufele Department of Communication Cornell University
- 10. Overview - Studies often examine all three ideas in the same study - Conceptual differences - Develops analytical model for future research
- 11. What’s What? -Agenda setting= media tells us what’s important -Framing= extension of agenda setting -Priming= media presents context
- 12. Differences -Different processes -Should be analyzed on different levels -Framing is unintentional (caused by the nuance of words)
- 13. Agenda Building -Media agenda= dependent variable -How the public agenda is formed -Lang and Lang= 4 step model
- 14. Conclusion -Article agrees with McCombs and Shaw -Provides insight into how further research can and should be carried out -Attempts to explain how agendas are formed
- 15. Let’s Do an Activity!
- 16. Agenda Setting and Politics
- 17. Politics Example: Donald Trump Moved the GOP to the right on immigration, to the left on free trade ● Scott Walker: Appropriated Donald Trump’s catchphrase “Make America Great Again” ● Mike Huckkabee: stole some of Trump’s lines in tweets. Ex. “It’s time to build America’s economy, not China’s or Mexico’s, & quit importing cheap labor &
- 19. Who set the agenda for this interview?
- 20. Which of these candidates can you name? http://www.nytimes.com/interactive/2016/us/elections/2016-presidential-candidates.html?_r=0
- 21. Framing
- 22. Agenda Setting and Gender
- 23. Megan Kamerick: Women Should Represent Women in Media
- 24. Discussion Questions Thoughts on the video? Women make up only 19% of sources in stories on politics. What does this mean through the lens of agenda setting theory? Do you think media should be setting the agenda by how society is (not as many women in technology) or by how society should be ( e.g. more women in technology)?
- 25. Caitlyn Jenner Why do you think we are talking about Caitlyn more than other transgender activists ? How does being on the cover of Vanity Fair set the agenda?
- 26. Transgender stories in the media
- 27. Frozen 2 Spoiler? Article Excerpt from Seventeen Magazine: The film's director Chris Buck told MTV News, "We have two very strong female leads in Frozen. We will keep that going in the next one. We will tackle other issues that, I think, are out there today that boys and girls, men and women, are dealing with." "I think we're very aware of what is happening in society ... I don't think any of us take [them] lightly, even though they can be very funny and entertaining, the messages that our movies have and the influence they can have on young people."
- 28. -Articles from Latinospost.com and Psychology Today -Queen Elsa is the first and only princess without a romantic interest -”Let it Go” lyrics -Elsa’s power increases, parents urge her to control it, but she can’t. -Elsa is locked in her room so her power is not discovered.
- 29. Disney Setting the Agenda? How does Disney, as an entertainment media company, set the agenda differently than a news medium would? What if Disney features a homosexual main character? What will result in regards to LGBT issues as an agenda point?
- 30. How do you think social media has influenced agenda setting?
- 31. References Creative Commons, Google Images http://matei.org/ithink/2010/07/28/does-agenda-setting-theory-apply-to-social-media/ McCoombs & Shaw. “The Agenda-Setting Function of Mass Media.” The Public Opinion Quarterly. Web. 28 Sept. 2015. http://digitalcommons.uri.edu/cgi/viewcontent.cgi?article=1335&context=srhonorsprog https://c.o0bg.com/rf/image_371w/Boston/2011-2020/2015/06/02/BostonGlobe.com http://www.huffingtonpost.com/entry/donald-trump-is-setting-the-gop-agenda_55e3d259e4b0b7a9633969c0P Political Candidates: https://s3.graphiq.com/sites/default/files/980/media/images/Lincoln_Chafee_6387900.jpg http://www.okayplayer.com/wp-content/uploads/2015/08/Bernie-Sanders-Square.jpg http://s3-origin-images.politico.com/2015/06/24/150624_jim_webb_gty_629.jpg https://upload.wikimedia.org/wikipedia/commons/2/27/Hillary_Clinton_official_Secretary_of_State_portrait_crop.jpg