The media is known to be a powerful communication tool in today’s society, particularly in the television advertising. However, the agenda setting theory by the media tells us what to think about particular issues including economic issues, social, science, politics, health and other issues that affect the society.
The Agenda-Setting theory proposes that it is always in a better position to shape various opinions in order to create a moral society. The agenda setting theory predicts that people will place importance on issues to which they are highly exposed or relevant to. The theory attempts to solve how public awareness and concern of important issues can be created by news media.
Theorists, Dr. Max McCombs and Dr. Donald Shaw were the first to build off these assumptions and develop it into a theory that is now known as Agenda-setting. Both professors have created a diagram explaining the algorithm of the agenda setting.
‘Dr. Max McCombs and Dr. Donald Shaw agenda setting algorithm’
This theory is intended to apply to the news media, although in certain cases it has been applied to other areas of the media and messages which they transmit to audiences. The theory also highlights the role of the media in various campaigns and its significant influence in educating the public.
Mass media forms an integral part of any society and plays an important role of spreading information. The Agenda-Setting describes a very powerful influence of the media as well the ability to tell us what issues are important.
More information about the agenda setting, The Agenda-Setting Function of Mass Media by Maxwell E. McCombs and Donald L. Shaw.
McCombs M. and Shaw D. (n.d.), The Agenda-Setting Function of Mass Media. Retrieved from http://www4.ncsu.edu/~amgutsch/Mccombs.pdf
Quatro G. (30 Nov, 2014). Agenda-Setting Theory, Inter-Mediates. Retrieved from inter-mediates.blogspot.com.au/2014/11/agenda-setting-theory-by-groupo-quatro.html.
Universiteit Twente. (n.d.), Mass Media, Agenda Setting Theory. Retrieved from http://www.utwente.nl/en/bms/communication-theories/sorted-by-cluster/Mass%20Media/Agenda-Setting_Theory/.