Professional Documents
Culture Documents
AGENDA SETTING
Dr. Ali S.
AGENDA-SETTING THEORY 1
Classic example of the agenda setting
theory is the Watergate scandal in 1972
during Nixon.
There was a break in at the Democratic
National Committee hdqtrs.
AGENDA-SETTING THEORY 1
The
incident
was
reported
by
Washington Post and in the beginning
the public thought it was unimportant.
AGENDA-SETTING THEORY 2
By 1973 about 90% of Americans were
familiar with the word Watergate.
In 1974 Nixon was forced out of office as
majority of Americans thought he was a
crook.
AGENDA-SETTING THEORY 3
AGENDA-SETTING THEORY 3
AGENDA-SETTING THEORY 4
We look to news professionals for signals
on where to focus our attention.
we judge as important what the media
judge as important (McCombs and Shaw,
1974)
AGENDA-SETTING THEORY 5
The agenda setting of the media is
said to provide explanation to how
the USA was drawn into World War I.
Pulitzer Prize-winning author Walter
Lippmann claimed that the media act
as a mediator between the world
outside and the pictures in our heads.
Dr. Ali copyright 2013
AGENDA-SETTING THEORY 6
Another Scholar Bernard Cohen (1963):
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
AGENDA-SETTING THEORY 7
One of the aspects in the concept of an
agenda-setting
role
of
mass
communication is the time frame for this
phenomenon.
Also, different media
agenda-setting potential.
Dr. Ali copyright 2013
have
different
AGENDA-SETTING THEORY 7
AGENDA-SETTING THEORY 8:
Core Assumptions
AGENDA-SETTING THEORY 9:
Core Assumptions
CONCLUSION