The document provides an overview of the agenda-setting theory of communication. It defines agenda-setting as the media's ability to influence public concern over certain issues by determining the priority and emphasis given to different news stories. The theory originated in 1972 from researchers Maxwell McCombs and Donald Shaw. There are different levels and types of agenda-setting, including how the media and public each set their own agendas, as well as how these influence policy agendas. Examples are given of prominent agenda-setting topics in recent events and media. Criticisms of the theory note challenges in measuring its effects, as people now have more media choices and ability to engage in two-way communication.
2. Submitted By:
Maleeha Rizwan (18103005-006)
Asma Tariq (18103005-011)
Shanza Nawaz (18103005-025)
Moiz Majeed Butt (18103005-003)
Allian Ahmed (18103005-012)
Department: BS – Media and Communication (6th
Semester)
Course: Communication Theories (MCM – 3005)
Submitted To: Ma’am Noma Khawaja
3. Introduction
• The influence of media affects the presentation of the reports
made in the news that affects the public mind.
• The news reports function in a way that when a particular
news report is given importance and attention than other
news, the audience will automatically perceive it as the most
important news and information are given to them.
• The priorities of which news comes first and then the next are
set by the media according to how people think and how much
influence will it have among the audience.
4. Definition
• Agenda-setting is the manipulation of public awareness and
concern of salient issues by the news media.
• The study of agenda-setting describes the way media attempts
to influence viewers, and establish a hierarchy of news
prevalence. Nations with more political power receive higher
media exposure.
• The agenda-setting by media is driven by the media's bias on
things such as politics, economy and culture, etc.
5. Origin
• The Agenda Setting Theory was first introduced
by Dr. Maxwell McCombs and Dr. Donald Shaw
in 1972.
• Agenda Setting is a social science theory; it also
attempts to make predictions.
• The theory also suggests that media has a great
influence to their audience by instilling what
they should think about, instead of what they
actually think.
6. Levels of Agenda Setting
1. First Level: The first level is usually used
by the researchers to study media uses
and its objectives or the influences that
media creates on people and the most
proximal thought that people will have on
the exposure to the information given by
media house.
2. Second Level: At the second level, the
media focuses on how people should think
about the nature of the issues. Thus,
sensationalization of news reports may
happen to bring in the interest of the
audience. In fact, media wants to grab
attention and implant thoughts in people
7. Types of Agenda Setting:
Public Agenda Setting: This is when the public determines
the agenda for which stories are considered important.
Media Agenda Setting: It is when the media determines the
agenda for which stories are considered important.
Policy Agenda Setting: It is when both the public and media
agendas influence the decisions of public policy makers.
8. Public Agenda Setting:
• It focuses on the audience agenda.
• Issues discussed and personally relevant to members of the
public.
• Individuals vary on their need for orientation.
• Need for orientation is a combination of the individual’s
interest in the topic and uncertainty about the issue.
9. Media Agenda Setting:
• It is focused on detecting the process of news production
which is a compound of how media selects news stories from
many issues in the real life.
• It plans how news stories are produced and how the media
content is presented.
• Public relations specialists may try to set media agenda
through the interests and objectives of the company they
work for.
10. Policy Agenda Setting:
• It highlights issues that policy makers consider important
legislators.
• In policy agenda setting, gatekeepers set the agenda for
audience.
• They have control over the selection of content discussed in
the media. What the public know and care about at any
given time is mostly a product of media gate keeping.
11. Examples of Agenda
Setting
The most recent example is the media
pushing the idea of Israeli rights and
narrative instead of the Palestinian
perspective and violence. The use of
terms such as “conflict” or “issues”
means the media is trying to make
the situation seem neutral and two-
sided. In reality, Israel has been
continuously occupying and
slaughtering Palestinians for
decades.
12. Examples of Agenda
Setting
A prominent example of agenda
setting through TV is that of PTV
which has continuously pursued an
agenda of social responsibility
addressing two main topics,
sustainability of democracy and
good governance by the government.
It has played its role to facilitate
the democratic process.
13. Examples of Agenda
Setting
The Clinton Scandal, affair of Bill
Clinton (U.S. President) and Monica
Lewinsky (an intern), created a media
frenzy and became sensational news for
years. Media gave full pages news as
top stories. The media influenced the
mindset of people so much and the news
got viral to result in a presidential
impeachment. And later, Clinton was
acquitted for the crime.
14. Criticisms
• Agenda setting of any media or news article is difficult to
measure.
• People have many options to read the same stories from
different angles due to new media nowadays. So people
have various choices on what to see or hear.
• Nowadays, media uses two way communication unlike when
this theory was developed.
• Public has become more active overtime since the theory
came to be.
