Discuss the agenda setting theory. Your answer should give background of the agenda setting theory, main findings of the Chapel Hill Study and the need for conducting Charlotte Study. Agenda setting theory (Maxwell McCombs and Donald L. Shaw) Media influence affects the order of presentation in news reports about news events, issues in the public mind. More importance to a news-more importance attributed by audience. Media Priorities It says what people should think about and how people should think about. These are the levels of agenda setting theory: First Level: Mostly studied by researchers, media uses objects or issues to influence the people what people should think about. Second level: Media focuses on the characters of issues how people should think about. Agenda setting theory used in political ad, campaigns, business news, PR (public relation) etc. The main concept associated with the agenda setting theory is gate keeping. Gate […]
Agenda setting theory (Maxwell McCombs and Donald L.Shaw)
