Professional Documents
Culture Documents
Theory
Maxwell McCombs
and Donald Shaw
Maxwell McCombs
Max McCombs is widely
known among
communication scholars,
for he has devoted
almost four decades to
building agenda setting
from a successful
hypothesis into a robust
and popular theory of
how news influences the
salience of issues.
He is currently working
at University of Texas
Donald
Shaw
Donald Leslie Shaw
(born February 11, 1930)
is a writer, literary critic
and the Brown-Forman
Professor of Latin
American Literature at the
University of Virginia.
He graduated from the
University of Manchester
(B.A., M.A.) and the
University of Dublin
(Ph.D.).
He currently lives in Italy,
spending each academic
semester in
Charlottesville, Virginia.
Agenda-Setting Theory
is the theory that the mass-news media
have a large influence on audiences by
their choice of what stories to consider
newsworthy and how much prominence
and space to give them.
Agenda-setting theorys main postulate is
salience transfer. Salience transfer is the
ability of the mass media to transfer issues
of importance from their mass media
agendas to public agendas.
VOTERS AGENDA
MEDIA AGENDA
Interest aggregations
- clusters of people who demand center stage for their
one, over-riding concern, whatever it might be.
THANK YOU!