One of the most important theories in Media and Communications is Agenda Setting Theory. This theory proposes that the news can change what people think is important. The news talks a lot about specific topics, often because it’s what media bosses want. This article, however, looks at this very important theory in finer detail. It is about going to the roots of it and getting to know what really matters. So, consider it a journey that looks at how it began and what it means for peoples lives. We also see how it plays out in real life with examples, and hear what some people think is wrong with it.
Origins of Agenda Setting Theory
Agenda Setting Theory was first introduced by two scholars, Maxwell McCombs and Donald Shaw in 1972. They saw something that was very interesting. The news that the media talked about actually had an impact on what voters cared about. For example, they noticed that when the news was all about instances like crime or civil rights, voters started to think those were the really important issues.
Therefore, the media had a significant effect on what voters saw as important. As a result, McCombs and Shaw construed the idea of Agenda Setting Theory. This idea has now become a really important concept in Media and Communications research today, especially when we are looking at how the media affects people.
Agenda Setting Theory Concepts
Agenda Setting Theory is based on three main concepts. These include Media Agenda, Public Agenda, and Policy Agenda. All interact to shape the focus and priorities of public discourse. Thus, influencing the perception of important societal issues.
- Media Agenda: This refers to the topics and issues the media chooses to cover. Media can influence awareness by selecting which stories to inform the public of. Also, the coverage to give and what angle to take.
- Public Agenda: This consists of the matters and concerns that people regard as important. The media’s coverage of a variety of stories produces this agenda. When the media devotes significant attention to a particular issue, it becomes more prominent to the public.
- Policy Agenda: This deals with key subjects and areas that capture the attention of policymakers. It is influenced by both public concerns and media coverage. Legislators frequently give top priority to issues that the public finds significant and the media emphasises.
Effects of Agenda Setting Theory
Agenda Setting Theory has significant potential effects on society, particularly through the mechanisms of framing, priming, and agenda building. These collectively influence how issues are perceived, prioritised, and discussed by the public, media, and policymakers.
- Framing: How the media presents a topic can shape how people think about it. For instance, if the media talks about a crime as a one-time thing or something unusual, people may see it as a rare event. But if the same crime is reported as part of a growing pattern, people might view it as a serious issue that needs to be addressed immediately.
- Priming: Media coverage can shape how people assess a candidate or issue. If the news frequently highlights a politician’s views on a particular problem, people may start judging them based on how they handle that issue. Therefore, this influences people to feel more positively or negatively about that politician.
- Agenda Building: The media can influence which issues get attention from policymakers by focusing on them. For instance, if the news covers climate change a lot, it can push leaders to take action on that issue.
Real-World Examples of Agenda Setting
COVID-19 Pandemic
People have looked at Agenda Setting Theory in different real-life situations. For instance, during the COVID-19 pandemic, the media played a significant role and had a big impact on how people viewed the virus. The constant news coverage added to people’s concerns, amplifying their worries. So, to calm everyone down, they made rules like wearing masks, staying apart, and staying home.
Black Lives Matter
In 2020, the media heavily covered the Black Lives Matter movement. They reported on the mass protests and the unfair treatment of people from different races by officers of the United States law enforcement. This sparked conversations and led to immediate calls for change.
#MeToo Movement
Remember when #MeToo was all over the news in 2017 and 2018? It got a lot of attention for talking about sexual harassment and assault, revealing how widespread it is. Talking about it on TV and online made people think differently about it and pushed for new rules, especially at work. Some big personalities even had to quit their jobs or face lawsuits because of it.
Climate Change
Climate change is probably something you’ve heard a lot about in recent years. This global issue has been heavily promoted by the media, giving the impression that it is an urgent matter. Many people are beginning to think about reducing their pollution, using renewable energy, and looking into sustainable options as a result of this coverage. Governments are now devising policies to address the issue due to the increased attention given to it.
Political Issues
When the news covers candidates and their key issues, it can really influence how people see them and who they decide to vote for. For example, mainstream and alternative media sources faced allegations of Media Bias and influence during the 2016 US Presidential Election. They intensely scrutinised and controversially pressed both candidates. Furthermore, there was much evidence to suggest that 2020 US Presidential Election was also subject to this theory.
Criticisms of Agenda Setting
Despite its widespread acceptance, Agenda Setting Theory has faced criticism. One main criticism of the theory assumes audiences are passive. The media does not easily sway audiences, refuting the idea. Critics argue the public is more active and they can filter, interpret, and even reject media messages on their own accord.
Some people further argue that Agenda Setting Theory overlooks other factors that influence how people think, like personal beliefs, values, and life experiences. They also point out that the theory doesn’t explain how the media decides what topics to focus on. We don’t always know why certain issues get attention—it could be because politicians are pushing for it or because the media institutions want to make profit from it.
Conclusion
Agenda Setting Theory is a big deal in Media and Communications studies. It’s about how the media’s choice of what to cover can shape what people know and what issues leaders focus on. This theory also really changes how things go in society, like how stuff is shown, what people pay attention to, and how decisions are made. Furthermore, the theory’s relevance was demonstrated by events like the Black Lives Matter movement and the COVID-19 pandemic.
Agenda Setting Theory is not without flaws, just like anything else. Some claim that it ignores the ways in which individuals interpret the news for themselves and fails to consider additional factors that influence our opinions. Agenda Setting Theory is still a useful tool for comprehending how the media affects our views of what’s important and the decisions we make as a result, even in light of these criticisms.
References
McCombs, M., & Shaw, D. (1972). The Agenda-Setting Function of Mass Media. Public Opinion Quarterly, 36(2), 176-187.
McQuail, D. (2010). McQuail’s Mass Communication Theory. Sage.
Scheufele, D. A. (1999). Framing as a Theory of Media Effects. Journal of Communication, 49(1), 103-122.