3. What is it?
Agenda-Setting Theory is known as a theory that
holds intense media attention increases the
importance of certain topics, issues, and
individuals.
In other words, when certain topics are reported
in the media then the importance of those
topics increase due to that certain individual.
4.
5. Who uses it?
Certain segments or groups of society use the
agenda-setting theory. For instance, the
international news use this theory when topics
are presented to the public.
Also the area of communication would be mass
communication. Walter Lippman in 1922 was
the first person to be concerned that the media
had the power to present images to the public.
6.
7. So what?
It is important to communication studies
because this theory describes how the public
react to certain topics or images presented on
the news. That’s very important because it
shows how much the media has an impact on
the public. We need to the media to describe
something we did not witness for ourselves.
Then comes the reaction to this topic being
presented.
8.
9. Criticism
• Critics believe that there is not a cause and
effect relationship between what the media
shows and what we find important. They
believe it is plausible but cannot be proven.
More or less the media can’t decide if it
effects us or vice versa.
10.
11. Presenters choice
• A number of sources from outside the media
organizations influence media content. For
example government and advertisers help
shape what is being presented on the media.
Part of agenda-setting theory is need for
orientation. If a certain advertisement comes
on we determine how relevant or important the
advertisement is to us.
