AGENDA-SETTING THEORY

By: Ryan Carter

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.

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.

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.

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.

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.