Who sets the agenda - Overview of the Reading Who Sets the...

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Unformatted text preview: Overview of the Reading Who Sets the Agenda? Agenda-Setting as a Two-Step Flow Hans-Bernd Brosius & Gabriel Weimann COMMUNICATION RESEARCH, vol. 23 No. 5, October 1996 561-580 Overview of the Reading (cont) Four models of a two-step flow of the agenda- setting process Role played by early recognizers in midiating between the public and the media Identify the flow of issues from the public to the media and within the public Overview of the Reading (cont) Four key questions Who are the personal mediators (early recognizers) between media and personal agendas? Which role do the early recognizers play in the agenda-setting process? In which direction does the agenda-setting process flow? To what extent are the above dependent upon the issue or theme involved? Review of Agenda-Setting Research Cohen The mass media 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 Rogers & Dearing Nine types of agenda-setting process can be identified Review of Agenda-Setting Research (cont) Review of Agenda-Setting Research (cont)...
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This note was uploaded on 02/05/2012 for the course CAS 892 taught by Professor Dr.danielbergan during the Fall '10 term at Michigan State University.

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Who sets the agenda - Overview of the Reading Who Sets the...

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