agenda setting

agenda setting - Joby Martin Agenda-setting 5/20/05 The...

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Joby Martin Agenda-setting 5/20/05 The media’s influence on public thought is unquestionable. Throughout recent history, through the development of modern mass media, we see that the media have the ability to foster wars, convict innocent men, and largely influence the outcome of presidential elections. Part of this influence is called agenda-setting. Agenda-setting is the communicative theory that mass media dictate what the public thinks about. “Mass media have the ability to transfer the salience of items on their news agenda to the public agenda,” Walter Lippman writes. What we see is the media have the ability to tell the public not what to think, but what to think about. The media set the parameters of public thought. Part of what makes this a difficult theory to test is that agenda is not an easy thing to quantify. The authors of this theory measured the media agenda by evaluating several media outlets, mainly TV and print media, and judged on the criteria of position and length. The results showed that five underlying themes existed in the media’s agenda: foreign policy, law and order, fiscal policy, public welfare, and civil rights. Through a series of surveys, it became clear that not only were the same five issues featured as part of public agenda, but that they appeared in the same order of importance. But this correlation raises another important question. Could it be the other way
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agenda setting - Joby Martin Agenda-setting 5/20/05 The...

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