This document discusses the theory of agenda setting in mass media. It defines agenda setting as the process by which mass media determines what issues the public thinks about. The document outlines key aspects of agenda setting including gatekeeping, levels of agenda setting, factors that influence the agenda, and benefits such as impacting public and policy agendas. In conclusion, agenda setting theory suggests that media sets the public agenda by telling people what issues to think about rather than what to think.

2. PRESENTED BY
MUSHTAQAHMADSHAKEEL

3. THEORY OF AGENDA SETTING
CONTENTS
 AGENDA
 EXAMPLE OF AGENDA
 WHAT IS AGENDA SETTING
 AGENDA SETTING
 GATEKEEPER
 FIRST OBSERVER AGENDA SETTING
 WALTER LIPPMANN
 AGENDA SETTING THEORY OF MASS MEDIA
 LEVELS OF AGENDA SETTING
PARTS OF AGENDA SETTING
FACTS AFFECTING THE AGENDA SETTING
 BENEFITS OF AGENDA SETTING THEORY
 CONCLUSION

4. AGENDA
 Agenda is a Planer
List of Matters to be
acted upon.
 It means a Plan or
Goal that guides
someone’s behavior
and that is often kept
secret.

5. EXAMPLE OF AGENDA
 When a company has to launch a
new product, they would make it’s
advertisement in a colorful and
presentable way. Their entertaining
advertisement would be their
agenda to promote their product.

6. AGENDA BUILDING
“If the media has close relationship with the elite
society, that class will probably affect the media
agenda and the public agenda in turn”.

7. AGENDA SETTING
 Agenda setting is defined in
“Mass Media” as the process
whereby the mass media
determine what we think and
worry about.
 The media uses gate
keeping and agenda setting to
“control our access to news,
information, and entertainment”.

8. GATE KEEPER
 Gate keeping is a series of
checkpoints that the news has to
go through before it gets to the
public.
 Through this process many
people have to decide whether or
not the news is to be seen or
heard.
 Some gatekeepers might include
reporters, writers, and editors.
After gate keeping comes agenda
setting.

9. FIRST OBSERVED OF AGENDA
SETTING
 Is Phenomena ko sb se pahle
 Walter Lippmann
He was a journalist first observed
this function, in the 1920’s.
Lippmann then pointed out that
the media dominates over the creation
of pictures in our head.

10. WALTER LIPPMANN
 He believed that the public reacts not
to actual events but to the pictures in
our head. Therefore the agenda
setting process is used to remodel all
the events occurring in our
environment, into a simpler model
before we deal with it.

11. AGENDA SETTING THEORY OF MASS MEDIA
 The Agenda Setting Function of
the Mass Media was first put forth
by Maxwell McCombs and Donald
Shaw in 1960’s in Public Opinion
Quarterly.
 They originally suggested that the
media sets the public agenda, in
the sense that they may not
exactly tell you what to think, but
they may tell you what to think
about.

12. LEVELS OF AGENDA SETTING
• enacts the common
subjects that are most
important.
First
level
• decides what parts of
the subject are
important.
Second
level

13. PARTS OF AGENDA SETTING
 This process is divided into three parts according to Rogers and
Dearing in their book Agenda Setting Research.
 The first part of the process is the importance of the issues that
are going to be discussed in the media.
 Second, the issues discussed in the media have an impact over
the way the public thinks, this is referred as public agenda.
 Third, the public agenda, ultimately, influences the policy
agenda.

14. FACTORS AFFECTING THE AGENDA SETTING
Following are a few factors which may affect Agenda
Setting:
1. The combination of gatekeepers, editors and
managers.
2. External influences.
These external influences may be from non- media
sources, government officials and influential
individuals.

15. BENEFITS OF AGENDA SETTING THEORY
 It gives media, the power to establish what news we see
or hear and what part of news is important to see or hear
i.e. establishes Media Agenda.
 It retrieves the opinion of the public.
 Agenda setting is very important in the political aspect
because the public agenda influences the policy agenda
which means that candidates will try to focus on issues
that the public wants to hear about and solve.

16. CONCLUSION
 In 1960’s, Maxwell McCombs and Donald Shaw suggested that
the media sets the public agenda, in the sense that they may not
exactly tell you what to think, but they may tell you what to
think about.
 The theory has two levels; it enacts the common subjects that
are most important and decides what parts of the subject are
important.
 It gives media, the power to establish what news we see or hear
and what part of news is important to see or hear i.e.
establishes Media Agenda.
 It retrieves the opinion of the public.
 Agenda setting is very important in the political aspect because
the public agenda influences the policy agenda which means
that candidates will try to focus on issues that the public wants
to hear about and solve.

17. CONCLUSION
 In conclusion, the agenda setting theory has
many beneficial uses in our society and it is the
most important part of our communication.

18. NOW QUESTION
PLEASE