Post on 09-Apr-2018
8/8/2019 MP Agenda Seting
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Presented By Zeelaf Naqvi
BSS-6 ADated: 15th Dec, 2010
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Agenda setting (influence + role) of media
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` Prof. Maxwell McCombs &Prof. Donald Shaw in
their Chapel Hill study (1968)
` mass media sets the agenda for public opinion by
highlighting certain issues
` main effect of the news media was to set an
agenda, i.e. to tell people not what to think, but
what to think about
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` A function not a theory Agenda-setting isbelieved to occur because:
` the press must be selective in reporting the news.
News outlets act as gatekeepers of information andmake choices about what to report and what not
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` Core:Agenda-setting is the creation of publicawareness and concern of salient issues by the
news media. Two basic assumptions underlie most
research on agenda-setting:
` (1) the press and the media do not reflect reality;
they filter and shape it;
`
(2) there exists acorrelation
between the rate atwhich media cover a story and the extent to which
people think that this story is important
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` combination of gatekeepers
` editors
` managers &
` external influences
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` 3-step approach:
1. Agenda Setting: The relationship between the
salience of a story and the extent to which
people think that this story is important.
Further research shows that people tend to attribute
importance according to media exposure.
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2. Agenda Cutting: As the press is selective when reporting
the news, most ofreality is not covered in the media andas a result, people do not regard such stories as importantor even realize they exist, especially when they have no
direct contact with the event or story in question. This effect
is called Agenda Cutting. Example: reporting on outbreak of
skin disease in Balochistan.
3. Agenda Surfing: The media tends to follow trends and thussurfs on the wave of topics originally mentioned in the
opinion-leading media. Tracking all of the articles in
opinion-media thus enables prediction of the stories that
are going to be covered by the media in general in the nearfuture, as well as prediction of the stories that are dying
out. The Agenda Surfing effect can help you to place the
right stories in the right media at the right time.
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` The Agenda-Setting Theory comes from a scientific
perspective, because it predicts that if people are exposed tothe same media, they will place importance on the same
issues.
` It can be proven false. If people arent exposed to the same
media, they wont feel the same issues are important.
` It has explanatory power because it explains why most peopleprioritize the same issues as important.
` It has predictive power because it predicts that if people are
exposed to the same media, they will feel the same issues are
important.
` It is parsimonious because it isnt complex, and it is easy tounderstand.
` It has organizing power because it helps organize existing
knowledge of media effects.
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` The pictures in peoples minds about the outside world are
significantly influenced by the mass media.
` The agenda-setting effects of the mass media also have significantimplications beyond the pictures created in peoples heads.
` At the second level of agenda-setting, the salience of affective
attributes mixed with the publics cognitive pictures of these issues
represents the convergence of attribute agenda-setting with opinion
formation and change.
` Beyond attitudes and opinions, the pictures of reality created by themass media have implications for personal behaviors
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THANKYOU ALLu
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