The Relevance of Agenda Setting Theory & Gatekeeping in the Social Web
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Transcript of The Relevance of Agenda Setting Theory & Gatekeeping in the Social Web
THE RELEVANCE OF AGENDA SETTING THEORY & GATEKEEPING IN THE SOCIAL WEBA PRESENTATION BY NOLAN ETHER
GETTING THE WORD OUT
THE OLD WAY
WHAT ELSE IS ON?
RUSSELL NEUMAN – EPIC STACHE, BRO
THE INTERNET!
THANKS AL!
CHANGED HOW WE COMMUNICATE
CHANGED HOW WE CONSUME MEDIA
AND…
HOW DOES THIS AFFECT AGENDA SETTING AND GATEKEEPING?
AGENDA SETTING1. Agenda setting assumes that a public agenda exists.
2. With sharing of content, traditional media agenda-setting is now just one force among many competing influences
COMMUNITIES EXIST IN ALMOST ANY NICHE
AVOIDING COGNITIVE DISSONANCE
SHARING
TRAYVON MARTIN• 17 year old boy shot and killed by a neighborhood
watchman. He was unarmed, wearing a hoodie and carrying only a drink and a bag of skittles.
• Little was known initially about the case but these photos were released and widely circulated.
THE MASS MEDIAS PHOTOS OF TRAYVON MARTIN & GEORGE ZIMMERMAN
A DIFFERENT PERSPECTIVE
FRICTIONLESS SHARING
GATEKEEPING
PUBLISHING PLATFORMS MAKE IT EASY!
TECHNOLOGY ALSO LEVELS THE PLAYING FIELD
STORIES THAT BROKE ON THE WEB FIRST“Getting a message to a large audience or to a select few will
be cheaper and easier, in fact, dramatically so”-Russell Neuman (1991)
KONY 2012
KONY 2012 FOUNDERS WITH PIERS MORGAN
THESE GUYS SURE KNOW HOW TO GO VIRAL!
OUT WITH THE OLD!
THE NEW GATEKEEPERS
GOOGLE PENGUIN UPDATE
INFLUENCERS
THE COMMUNITY ITSELF (US)
WHERE DO WE GO FROM HERE?