Communication Theory The Agenda Setting Theory - 1326 Words

Communication Theory Case Study Vidya Naidoo 5073 Communication Design Theory - Assignment Two Introduction: In this case study I will be analysing the Agenda Setting Theory of Communication proposed by Maxwell McCombs and Donald L. Shaw in 1972 in relation to the Cosmopolitan Australia magazine cover, Katy Perry issue 2014. Analysis of communication theory: The agenda setting theory by Maxwell McCombs and Donald Shaw states that the ideas of the public in the modern world are constructed by the media’s agenda. This may be through television, radio, campaigns and magazines. The basic notions of this theory are: 1) Media uses objects or issues to influence people about what they should think about 2) Priming, proposing ideas and values to be judged in a certain way. Media content will skew time and space on certain issues to make them more or less vivid. This is especially seen in with editors in journalism and more so with video editing seen in television. The press and media do not reflect reality, they filter and shape it. 3) Framing, process of selective control of how the overall image of a story or issue is produced 4) Media concentration on certain issues lead to the public perceiving these issues as most urgent and important 5) Gate keeping, the control of content distributed and discussed in the media â€Å"In choosing and displaying news, editors, newsroom staff and broadcasters play an important part in shaping political reality. Readers learn not onlyShow MoreRelatedAgenda Setting Theory Of The United States Government And Its 300 Million Inhabitants Essay1742 Words   |  7 Pagesand values through many channels, including politics, interpersonal communication, and the mass media.   How does a specific item gain or lose momentum in this discussion?   Agenda Setting Theory attempts to describe the forces dictating the perceived importance (salience) of specific issues, occurrences, or values by individuals (McCombs Shaw, 1972, p. 177; Shaw, McCombs, Weaver, and Hamm, 1999, pp. 2-4). Agenda Setting Theory describes how the mass media affect the public salience of issues, especiallyRead MoreThe Agenda Setting Model Can Guide The Public Opinion And Mass Communication1464 Words   |  6 Pagesthe agenda setting. The agenda setting model can guide the public opinion and mass communication about some social or political issues. Different with media effects model, the media effects more like to telling people how to think, however, the agenda setting model is successful in telling people what to think about. In a general way, agenda setting theory was constructed in the environment of traditional mass media, and the purpose is to study traditional mass media. About the visual agenda settingRead MoreHow Media Influences The Minds Of All Who Consume It1569 Words   |  7 Pageshave differing theories on how the media influences the minds of all who consume it, and it is impossible to tell which theory is correct. However most theorists agree that one theory may fit one audience member, but not the other. For example, one viewer watching a program such as 60 Minutes or A Current Affair may believe everything being said wholeheartedly and without interpretation, however another might be skeptical or decide to research the story for themselves. The three theories that are prominentRead MoreAgenda Setting Theory - Introduction2974 Words   |  12 PagesIntroduction Agenda Setting Theory is first developed by Professor Maxwell McCombs  and  Professor Donald Shaw  in their  Chapel Hill study  in 1968. The agenda setting theory is separate into three parts which is media agenda, public agenda and policy agenda. Agenda setting theory is defined as the power of news media whereby mass media set an agenda which will influences the public which is called as public agenda by highlighting the issue frequently in media. Therefore the main effect of media in agenda settingRead MoreMedia and The Agenda Setting Theory1337 Words   |  5 Pagespresumed innocent jeopardized by the media but also their assumed right to a private life is put into question. Agenda Setting Theory Agenda Setting Theory refers to the media’s ability to influence the significance of topics to the public. Agenda setting allows for the establishment of public awareness to issues made relevant by media. There are two assumptions underlying the agenda-setting theory (McCombs Shaw, 1972). Firstly, the media’s portrayal of an event does not necessarily reflect reality; ratherRead MoreThe And New Zealand Media Essay1329 Words   |  6 Pagescertain stories; also known as ‘Agenda Setting’. New Zealand and America interpret news completely differently, what is important in America may have zero relevance to New Zealand media and vis versa. Agenda-setting is more obvious in the New York times, they report on specific events to endorse and highlight events or issues in an attempt persuade their audiences how to think and feel about the stories. Whereas New Zealand news outlets have a less hidden agenda, trying to remain unbiased in theirRead MoreAgenda Setting Theory And Social Media s Influence2238 Words   |  9 Pages Agenda Setting Theory Social Media’s Influence Alicia Murray Kennesaw State University Abstract The creators of the agenda setting theory, Dr. Maxwell McCombs and Donald Shaw, say that Watergate is the most faultless example of how the agenda setting theory can heavily influence the mass media. The Watergate issue caught fire after months on the front page of The Washington Post because McCombs and Shaw believe that the â€Å"mass media have the ability to transfer the salienceRead MoreThe Trial Of Simpson : An Agenda Setting Analysis1508 Words   |  7 PagesAn Agenda-Setting Analysis Mariah Short University of Kentuckyâ€Æ' The Trial of O.J. Simpson: An Agenda-Setting Analysis During the infamous O.J. Simpson trial the television news media was ever present. Placing the trial as a top news story set in motion the idea that this trial was an important issue. However, the television news media was not successful at determining whether O.J. was guilty or not. For this reason, the O.J. Simpson trial is an excellent example of the Agenda Setting Theory. ThisRead MoreThe Agenda Setting Theory On The Public Agenda1076 Words   |  5 Pageshistory of the agenda-setting theory goes back over 50 years to when it was introduced in a 1972 edition of Public Opinion Quarterly by Drs. Maxwell McCombs and Donald Shaw. It was first developed as a means of studying the 1968 American presidential election as it relates to the most important issues determined by the news media and the most important issues determined by the 100 residents of Chapel Hill, North Carolina (McCombs Shaw, 1972). Still relevant today, the agenda setting theory explains theRead MoreThe Campaign, A Good And Positive Light1193 Words   |  5 Pagesunderstanding and involvement within KULT, and developed example content to present our ideas. Our goals and content are rooted from the course material covered this semester. Our primary concepts in building the campaign include audience segmentation, color theory, aspects of culture, and convergence. 1. Audience Segmentation Audience Segmentation plays an important part of any organization s understanding of who they are targeting. Geographically the audience of 94.5 KULT-LP is restricted to the