Agenda Setting Theory

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Agenda-setting theory From Wikipedia, the free encyclopedia | | | |"The press 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 C. Cohen, 1963[1] | The Agenda-setting theory is the theory that the mass-news media have a large influence on audiences by their choice of what stories to consider newsworthy and how much prominence and space to give them. Agenda-setting theory’s central axiom is salience transfer, or the ability of the mass media to transfer importance of items on their mass agendas to the public agendas. |Contents | History Foundation The Media Agenda is the set of issues addressed by media sources and the public agenda which are issues the public consider important (Miller, 2005). Agenda-setting theory was introduced in 1972 by Maxwell McCombs and Donald Shaw in their ground breaking study of the role of the media in 1968 presidential campaign in Chapel Hill, North Carolina. [2] The theory explains the correlation between the rate at which media cover a story and the extent that people think that this story is important. This correlation has repeatedly been shown to occur. In the dissatisfaction of the magic bullet theory, Maxwell McCombs and Donald Shaw introduced agenda-setting theory in the Public Opinion Quarterly. The theory was derived from their study that took place in Chapel Hill, NC, where the researchers surveyed 100 undecided voters during the 1968 presidential campaign on what they thought were key issues and measured that against the actual media content.
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