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The Agenda Setting Theory
Every   day uncountable events take place…




   Earth: aprox. 7000000000 people, 193 countries
... and some events appear in the news media.
What is important?


Reporting      Gatekeeping       Agenda Setting
Agenda Setting


The news media „may not be successful
  much of the time in telling people
  what to think, but it is stunningly
  successful in telling [them]
  what to think about”.
 (Cohen, 1963, S.13)



„For most people political reality is what is
  in the news“
 (Mathes & Rudolph, 1991, S. 183)
Agenda Setting


      The Modells

1.   The Awareness Modell

2.   The Salience Modell

3.   The Priorities Modell
Agenda Setting


The tools:

  - placement / „lead stories“

  - frequency

  - scope

  - presentation (vividness, surprise,
  personalization, priming, framing)
The Agenda Setting Theory
Media Research Project

- Place of Research: www

- Comparative Study

- Cross Sectional Study

- Research Question: Is the agenda setting of the
  German mainstream news websites (see list)
  homogenous or heterogenous?

- Method: The first five posted articles / videos /
  pictures on fifteen news websites are identified,
  written down and compared.
The Agenda Setting Theory

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The Agenda Setting Theory

  • 2. Every day uncountable events take place… Earth: aprox. 7000000000 people, 193 countries
  • 3. ... and some events appear in the news media.
  • 4. What is important? Reporting Gatekeeping Agenda Setting
  • 5. Agenda Setting The news media „may not be successful much of the time in telling people what to think, but it is stunningly successful in telling [them] what to think about”. (Cohen, 1963, S.13) „For most people political reality is what is in the news“ (Mathes & Rudolph, 1991, S. 183)
  • 6. Agenda Setting The Modells 1. The Awareness Modell 2. The Salience Modell 3. The Priorities Modell
  • 7. Agenda Setting The tools: - placement / „lead stories“ - frequency - scope - presentation (vividness, surprise, personalization, priming, framing)
  • 9. Media Research Project - Place of Research: www - Comparative Study - Cross Sectional Study - Research Question: Is the agenda setting of the German mainstream news websites (see list) homogenous or heterogenous? - Method: The first five posted articles / videos / pictures on fifteen news websites are identified, written down and compared.