Agenda Setting
Agenda Setting
The communication theory that underpins agenda setting is here referred to as the role of the media. It does not directly dictate people's thoughts but instead suggests the things that they should be concerned about. The media is a powerful tool in the process of image production and public survey selective focus which leads to topics considered in a specific way, and for example media, to be added to the and removed from the public agenda.
What is the main concept behind agenda setting?
The central theme of agenda setting is the notion that the media has the capacity to press on the degree of issues people are concerned about. The media can, through its power to select and present news primarily in the manner it wants, direct people's concern towards certain issues, which in turn, molds the conversation and perceptions of society. For example, when the media gives a lot of time to discussing the issue of climate change, it can result in the public turning out to be much more worried and politicians wanting to act on it more to promote their environmental policy.
How does agenda setting differ from framing?
Certainly! Both agenda setting and framing are related to media influence, but they are different topics. The agenda-setting process is the determining of which issues are to be considered as essential whereas framing is the involving the presentation of those issues influencing how audiences interpret them. For instance, the news can either highlight the protest as a fight for justice through the grassroots sector or an outbreak of violence in a coup, which will have a massive influence on people's thoughts.
Can you provide an example of agenda setting in political campaigns?
In political campaigns, candidates very often use agenda setting as their strategy to disclose particular concerns that people can find themselves in. An example would be the 2016 U.S. presidential election, where immigrant issues and national security were the main points of some media tools, thus determining the voter turns and the topic of voters' issues. This deliberate concentration not only was a factor in building the support but also affected the voters' decisions thus demonstrating the strength of agenda-setting in politics.