To What Extent Does the Media Affect Agenda-Setting

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To what extent do the media have an effect on agenda setting? The media in this essay is taken to mean mass news media and agenda-setting in the public and political arenas. As this is where the majority of literature on the media’s effect on agenda-setting is centred. This essay will argue that the media has a strong effect on agenda-setting in areas where there is a general public need for orientation (Dearing & Rogers, 1996, p. 52). It is important because this is when the media agenda can directly affect the public agenda, which may in turn affect the political agenda (Dearing & Rogers, 1996, p. 22). This essay will also argue that the issues that make up the agenda need to be sensational as these lend themselves to media and public attention more easily than prominent or governmental issues (Soroka, 2002, p. 85). This essay will outline why orientation, sensationalism and the ability for the media to adopt an adversarial position are important in the effectiveness of media agenda-setting, this will include reference to the Pictures in our Heads Theory (McCoombs, 2004, p. 68). It will discuss these alongside particular areas of policy including the environment, trade policy and unemployment policy. In addition, as the media does have an effect on agenda-setting this essay will discuss whether the media is autonomous or dependent on others for information. The amount of orientation the public requires on a particular subject or policy area directly correlates with how much the media can affect the public agenda, and subsequently the political agenda. The need for orientation comes from uncertainty about an issue, leading to the public being exposed to more media information and allowing the media to have more agenda-setting power (Dearing & Rogers, 1996, p. 52). If the media has more of an effect on issues on which they are uncertain then you would

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