This week's lecture was on Agenda Setting. Agenda Setting is a theory of mass communication which states that as people get their views of reality increasingly from forms of mass communication, and as mass communication is of necessity a filter which devotes limited time to a certain amount of topics (less so the internet and more so traditional news media i.e. papers, tv), then therefore what the mass media choose to report on is in some way related with what people view as important.
Agenda setting in the mass media is interrelated with the political forces from legislators, as well as from the public itself. It is also internecine to the media industry, with elite 'agenda-setting outlets' setting the scope of conversation for the industry as a whole. It can be forced and thus used as a propaganda tool (in the negative sense as well: that is, by concealing stories as well as determining their relevance).
The various aspects of agenda setting are as follows:
- Media Gatekeeping
- Media Advocacy
- Agenda Cutting
- Agenda Surfing
- The diffusion of News
- Portrayal of an Issue
- Media Dependence
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