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30 Agenda-Setting Theory of Maxwell McCombs & Donald Shaw A First Look at Communication Theory 10th edition Em Griffin Andrew Ledbetter Glenn Sparks Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Slide 2 Agenda-Setting Theory Level 1: The Media Tell Us What to Think About Level 2: The Media Tell Us Which Attributes of Issues Are Most Important Level 3: The Media Tell Us Which Issues Go Together Beyond Opinion: The Behavioral Effect of the Media’s Agenda continued Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Slide 3 Agenda-Setting Theory (continued) Who Sets the Agenda for the Agendasetters? Need for Orientation Influences Agendasetting Effects Melding Agendas into Communities Ethical Reflection: Christians’ Communitarian Ethics Critique: Who Sets the Agenda in the Digital Era? Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Slide 4 Agenda-Setting Theory: Intro Personal agenda – The list of issues most salient to a single person at a given time. Public agenda – most important public issues as measured by public opinion surveys Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Slide 5 Agenda-Setting Theory: Intro Media agenda – The list of issues emphasized by the news media at a given time. Agenda-setting – Over time, the media agenda shapes the public agenda. Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Agenda-Setting Theory: Intro McComb’s and Shaw, agenda-setting occurs in three ways/levels: 1. The media tell us which issues to think about. 2. The media tell us which aspects of those issues are most important. 3. The media tells us how different issues are connected to each other. Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Slide 7 Level 1: The Media Tell Us What to Think About In early 1967, McComb’s browses the LA Times and has a hunch that “we judge as important what the media judge as important.” McComb’s and Shaw set out to measure the media agenda and public agenda with the 1968 U.S. presidential election coverage in Chapel Hill, NC. They found the public agenda and media agenda almost matched perfectly. Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Slide 8 Level 1: The Media Tell Us What to Think About McComb’s and Shaw found the public agenda and media agenda almost matched perfectly: a strong correlation. First level of agenda-setting claims that the media influence which things are salient in the public agenda, which refers to causation. Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Slide 9 Level 1 (continued) The first level of agenda-setting is a cause-andeffect relationship, but the data with the Chapel Hill study could only show correlations. Iyengar, Peters, and Kinder from Yale conducted a tightly controlled experiment and established cause-and-effect chain of influence from media agenda to public agenda Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Slide 10 Level 2: The Media Tell Us Which Attributes Of Issues Are Most Important The media aren’t very successful in telling us what to think, but they are stunningly successful in telling us what to think about Framing – making certain attributes more salient through “selection, emphasis, exclusion, and elaboration” (Tankard) Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Slide 11 Level 3: The Media Tell Us Which Issues Go Together The media communicate issues as though they are an interconnected web, with some connections stronger than others. If issues are repeatedly linked together, a person that person might come to see those issues as intertwined. Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Slide 12 Beyond Opinion: The Behavioral Effect Of The Media’s Agenda Most agenda-setting work focuses on opinion, but recent work focuses on behavior. Craig Trumbo found that the amount of media coverage on the flu during one week predicted the number of doctor visits the next week. Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Slide 13 Beyond Opinion (continued) Researchers found that applications dropped significantly for University of Pennsylvania, especially women, after reports of campus crime and violence. Others found less ticket purchases and more insurance after reports of airplane crashes. Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Slide 14 Who Sets the Agenda for the Agenda-setters? Influencers include: Other respected news organizations, including intermedia agenda-setting when one news source influences the agenda of another. Emerging media Partisan media Candidates and officeholders Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Slide 15 Who Sets the Agenda (continued)? Influencers include (continued): Press releases Interest aggregators: Clusters of people who demand center stage for their one overriding concern; pressure groups. Gatekeepers: Editors and other arbiters of culture who determine what will appear in the mass media. Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Slide 16 Who Sets the Agenda (continued)? Fake news: News articles that are intentionally and verifiably false and could mislead readers. Vargo’s results both confirmed and challenged the mainstream media’s alarm about fake news during 2016. Disturbingly, fake news appeared to exert at least some influence on the agenda of more credible news organizations. Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Slide 17 Need for Orientation Influences Agenda-setting Effects Need for orientation – A drive to understand what’s going on in the world, often fueled by relevance and uncertainty. Need for orientation is important because if we don’t have it, we won’t turn to the media in the first place, and none of the three levels of agenda-setting will occur. The media can’t shape our agenda if we never turn on the TV or visit a news website. Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Slide 18 Melding Agendas Into Communities McCombs and Shaw suggest we can make sense of the media landscape if we sort outlets into two types: Vertical media News media that try to reach broad, diverse audiences. Horizontal media News media that try to appeal to specific interest communities. Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Slide 19 Melding Agendas (continued) Agendamelding – The social process by which we meld agendas from various sources to create pictures of the world that fit our experiences and preferences. The very technology that connects us can also allow us to separate into our own isolated agendamelding communities. Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Slide 20 Ethical Reflections: Christians’ Communitarian Ethics Clifford Christians rejects the near-absolute devotion to the First Amendment that seems to be the sole ethical commitment of many journalists Discovering truth is still possible, if we are willing to examine nature of our humanity Human nature is personhood in community Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Slide 21 Ethical Reflections (continued) Communitarian ethics – moral responsibility to promote community, mutuality, and persons-in-relation, who live simultaneously for others and for themselves Agape love – unconditional love for others because they are created in the image of God Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Slide 22 Critique: Who Sets the Agenda in the Digital Era? McCombs and Shaw ascribed to broadcast and print journalism’s significant power to set the public’s political priorities New dimension of framing reasserts powerful media effects model Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Slide 23 Critique: Are the Effects Too Limited, Is The Scope Too Wide? Agenda-Setting fares well against the standards for good objective theory: Explains the data Predicts future events Quantitative Relatively simple Testable Practical/useful Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Slide 24 Critique: Are the Effects Too Limited, Is The Scope Too Wide? The theory’s greatest challenge was unforeseen when it originated … the digital age. No longer homogenous views and many different sources. Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Slide 25 Critique: Are the Effects Too Limited, Is The Scope Too Wide? McCombs doesn’t think the digital age changes things all that much. He treats the social media agenda as just one more agenda in the mix that may influence, or be influenced by, other agendas. Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Slide 26 Critique: Are the Effects Too Limited, Is The Scope Too Wide? One interesting change that our digital age has added to the discussion is Algorithmic gatekeepers: Computer programs that decide which material appears in search engines, social media feeds, and elsewhere on the Internet. In any case, “Further nuance is now necessary when discussing agenda setting– related effects.” Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.