So what’s your agenda?
When looking at the theory of agenda
settings from a journalism perspective there are four main types. Luckily for
us, Bruce explained that the theory itself is fairly straight-forward and
obvious.
The four agendas are:
- Public Agenda - a set of topics that members of the public perceive
as important
- Policy Agenda - issues that decision makers think are salient (i.e.
legislators)
- Corporate Agenda - issues that big businesses and corporations
consider important
- Media Agenda - issues discussed in the media
Media agenda setting is defined as the
process of the mass media presenting certain issues frequently and prominently
with the result that larger segments of the public come to perceive those
issues as more important than others. Simply put, the more coverage an issue
receives, the more important it is to people.
But what does this mean? Well, we all have images in our head. When
someone mentions a news story it seems that most people picture the same thing.
Look at 9/11. Whenever it is brought up most people immediately have that
shocking picture of the plane flying into the tower in their mind.
But why? It is simply because this picture was shown time and time
again when the media reported on the tragedy. The media influenced how we saw
the issue by the amount of exposure it received.
But showing a story in the news isn’t the only way the media can shape
our opinion. The agenda setting ‘family’ explains different tools that can be
used to manipulate the publics view.
Agenda Setting 'Family'
1. Media
Gatekeeping
·
the exposure of an issues
·
what the media chooses to reveal to the public
2. Media
Advocacy
·
the purposive promotion of a message through the
media
3. Agenda
Cutting
·
most of the truth or reality that is going on in
the world isn't represented
4. Agenda
Surfing/ "Bandwagon" Effect
·
the media follows the crowd and trends
·
"Bandwagon" effects: how the existing
public opinion influences others towards that opinion
5.
Diffusion of News
·
the process through which an important event is
communicated to the public
·
how, where, when news is released
·
Who decides?
6. Portrayal
of an Issue
·
the way an issue is portrayed will often influence
how it is perceived by the public
7.
Media Dependence
·
the more dependent a person is on the media for
information, the more susceptible that person is to media agenda setting
With all these hidden agendas of the media, the question for us, as
the public, is how do we develop our own opinions on issues?
Till Next Time…