Comm220.2 - Comm220Oct.17 17/10/200710:19:00

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Comm220 – Oct. 17 17/10/2007 10:19:00 Agenda-setting, Spiral of silence, Framing Historical progress o After transition from powerful effects   ltd. Effects view, scholars were  ready to bring a variety of perspectives to bear on questions of media  effects o Result – differing research approaches explaining different aspects of  media use and effects Agenda-setting function of mass media o Middle-level view of power of mass media – argues that real power of  media is to set and shape national political agenda Although media do not tell us what to do, they can tell us what  to think about o May also set agenda for other media (intermedia agenda-setting) o Research approach  Examining relationships between “public agenda” and “media  agenda” at any given time or over time Strong relationships between public and media agendas can be  taken as evidence of the agenda-setting function Primary psychological mechanism is accessibility – topics and 
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This note was uploaded on 02/10/2010 for the course COMM 2200 at Cornell University (Engineering School).

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Comm220.2 - Comm220Oct.17 17/10/200710:19:00

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