Maxwell McCombs is a renowned scholar in the field of media and communication who has made significant contributions to the study of media effects. He is best known for his development of the Agenda Setting Theory, which suggests that media has the ability to influence what people think about and consider important. In this article, we will explore McCombs’ life and work, his Agenda-Setting Theory, and its impact on the field of media and communication.
Early Life & Education
Maxwell McCombs was born in 1940 in Louisiana, USA. He earned his Bachelor’s degree from Louisiana State University and went on to pursue a Master’s degree from the University of Illinois. McCombs then completed his PhD in Mass Communication from the University of Wisconsin.
Agenda Setting Theory
McCombs’ most significant contribution to the field of media and communication is the Agenda Setting Theory. In the early 1970s, McCombs and his colleague Donald Shaw conducted a study during the 1968 presidential election in Chapel Hill, North Carolina. They found that the media not only influenced what people thought about but also what they considered important.
The Agenda Setting Theory suggests that the media has the power to influence the salience of issues and topics among the public. Furthermore, McCombs and Shaw’s study showed that the more prominent an issue was in the media, the more likely it was for people to consider it important. In other words, the media sets the agenda for what the public should consider important.
Impact of Agenda Setting Theory
Agenda Setting Theory has had a significant impact on the field of media and communication. It has been used to explain media effects in various contexts, such as politics, health, and social issues. It has also been used to study the impact of new media, such as social media and the internet, on public opinion and agenda-setting.
Conclusion
Maxwell McCombs, a highly respected scholar in the field of media and communication, developed the Agenda Setting Theory. The theory has had a significant impact on the field and continues to be widely used and studied today. As a result, McCombs’ work reminds us of the powerful influence that media has on our society and the importance of critically examining the information we consume.
References
McCombs, M. (2018). Setting the Agenda: The Mass Media and Public Opinion. John Wiley & Sons.
McCombs, M. (2004). The Agenda-Setting Role of the Mass Media in the Shaping of Public Opinion. In M. B. Salwen & D. W. Stacks (Eds.), An integrated approach to communication theory and research (2nd ed., pp. 97-109). Routledge.
McCombs, M., & Shaw, D. L. (1972). The Agenda-Setting Function of Mass Media. Public Opinion Quarterly, 36(2), 176-187.
Shaw, D. L., & McCombs, M. (1977). The Emergence of American Political Issues: The Agenda-Setting Function of the Press. St. Martin’s Press.
Tewksbury, D., & Althaus, S. L. (2000). Differences in Knowledge Acquisition Among Readers of the Paper and Online Versions of a National Newspaper. Journalism & Mass Communication Quarterly, 77(3), 457-479.