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COMM Notes: Agenda Setting

by: Angie Martinez-Tejada

COMM Notes: Agenda Setting COMM1001

Marketplace > East Carolina University > Language > COMM1001 > COMM Notes Agenda Setting
Angie Martinez-Tejada
Fashion Institute of Technology
GPA 3.3

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Agenda Setting Notes
Introduction to Communication
Keith Richards
Class Notes
25 ?




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This 2 page Class Notes was uploaded by Angie Martinez-Tejada on Tuesday April 19, 2016. The Class Notes belongs to COMM1001 at East Carolina University taught by Keith Richards in Spring 2016. Since its upload, it has received 12 views. For similar materials see Introduction to Communication in Language at East Carolina University.


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Date Created: 04/19/16
COMM1001 Agenda Setting 4/5/16  Agenda-setting hypothesis – mass media have ability to make the issues on their news agenda turns into the public agenda.  Do not make deliberate attempt to influence opinions.  Look to news professionals for cues on where to focus attention  “What is important in the world?” I look to John Oliver and he tells me.  Predicts a cause-and-effect relationship between media content and voter perception.  Media tells voters which topics are most important by talking and discussing them consistently. (Media coverage)  McCombs and Shaw’s first task was to measure the media agenda  Media Agenda – pattern of news coverage across major print and broadcast media, as measured by prominence and length of stories.  Public Agenda: Most important public issues as measured by public opinion surveys.  What causes what? Yale researchers established cause-and-effect chain of influence from media agenda to public agenda.  Viewers who saw media agendas that focuses on pollution and defense elevated those issues on their own lists of concerns.  The media helps society figure out what is important to pay attention to.  Supported cause-and-effect relationship between media agenda and public agenda  McCombs and Shaw understood that people are not going to be programmed by the news media.  People willing to let media shape thinking when they have a strong desire for more information.  ^^ They have a high need for cognition. Someone with a high need for cognition has a greater chance of the media shaping their opinion.  Framing: Transferring the Salience of Attributes: -The media aren’t very successful in telling us what to think, but they are successful in telling us what to think about.  Framing: The selection of a number of related attributes for inclusion on the media agenda when a particular issue is discussed.  They decide how to “frame” a story, which parts to highlight and which ones to ignore. Words can also frame a story.  Framing is not an option: -Reporters inevitably frame a story by the personal attributes of public figures they select to describe. Which angle should we pick on this story?  Beyond Opinion: The behavioral effect of media agenda is very apparent in professional sports.  Television drastically raised salience of basketball by scheduling games in prime-time.  What is one of the most watched TV events? *SuperBowl*  Many people discuss it the next day, it’s on the “agenda”.  Who sets the agenda for the agenda setters? -One view regards a handful of news editors as the “gate-keepers”.  Alternative view regards as candidates as ultimate source of issue salience.  “How do candidates influence issue salience? Do debated help to “set” the agenda or the conversation.  Current thinking on news selection focuses on crucial role of public relations professionals working for government agencies, corporations, and interest groups.  Critique: Are the effects too limited, is the scope too wide?  Definition of framing doesn’t include the emotional connotation of key terms used in ongoing public debate of issues.  Popularity of framing as a construct in media studies resulted in diverse and ambiguous meanings.  There’s no standardization when it comes to framing; results can’t be compared or shared because there are different opinions of what framing is. 


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