Core Idea: The media doesn't dictate what to think, but what to think about.
Impact: Topics covered more by news become more important to the public.
Origins
Researchers: Maxwell McCombs and Donald Shaw (1970s).
Study Focus: Media influence on public issue perception during elections.
Findings: Strong correlation between media coverage and public perception of issue importance.
Examples
Climate Change:
Initially not a major concern due to limited media focus.
Increased media coverage led to it being seen as a major global issue.
Elections:
Media focus on specific policies or candidates can shape voter priorities.
Strengths of the Theory
Explains Media Influence: Shows how media can shape public priorities.
Focuses Public Attention: Can lead to discussions and policy changes on highlighted issues.
Weaknesses of the Theory
Assumption: It assumes reliance solely on traditional media for information.
Modern Context: Recognizes that people get information from various sources (social media, friends, etc.), potentially diluting media's agenda-setting power.
Alternative Theory
Framing Theory:
Focuses on how information is presented.
Example: A story on job losses framed as economic downturn vs. temporary setback.
Highlights how the presentation style (frame) can shape public opinion.