Donald Shaw was a prominent theorist in Media and Communications. He was best known for his contributions to the development of Agenda Setting Theory. This theory explains how media coverage shapes the public’s perception of what issues are important. As a result, it influences their attitudes and opinions.
Background and Education
Donald Lewis Shaw was born in 1922 in the United States. Shaw received his undergraduate degree from the University of Wisconsin-Madison in 1944. He then earned a master’s degree from the University of Iowa in 1947 and a Ph.D. from the University of Minnesota in 1952. Shaw died aged 84 in October 2021.
Career
Shaw had a long and distinguished career in academia, teaching at several universities. He taught at the University of Illinois, the University of Texas at Austin, and the University of North Carolina at Chapel Hill. He also served as the president of the Association for Education in Journalism and Mass Communication in 1977-78.
Agenda Setting Theory
Shaw, along with his colleague Maxwell McCombs, developed the Agenda Setting Theory in the 1970s. This theory posits that media outlets have the power to determine which issues are salient to the public. Furthermore, this is achieved by controlling the amount and type of coverage the media outlets provide. Thus, in turn, shapes the public’s perception of what issues are important, and influences their attitudes and opinions.
The theory has been widely studied and applied in various contexts, including politics, health, and education. For instance, a study by McCombs and Shaw found that media coverage of political candidates and issues strongly influenced voters’ perceptions of the most important issues in the 1968 presidential campaign.
Criticism
While Agenda Setting Theory has been highly influential in the field of Media and Communications, it has also been subject to criticism. Some scholars argue that the theory places too much emphasis on the media’s power, and ignores the role of other factors, such as individual differences and social context, in shaping public opinion.
Conclusion
In conclusion, Donald Shaw’s contributions to the development of Agenda Setting Theory have had a significant impact on our understanding of how the media shapes public opinion. While the theory has been widely studied and applied, it has also been subject to criticism and debate, highlighting the importance of continued research and discussion in the field of Media and Communications.
References
McCombs, M., & Shaw, D. (1972). The Agenda-Setting Function of Mass Media. Public Opinion Quarterly, 36(2), 176-187.