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    Lecture 8 Agenda Settings: Jess O'Mahony s42921507

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    The document discusses agenda setting by the media and how it influences public perception. It outlines four types of agendas, including the media agenda which determines what issues are discussed. The media agenda can skew audience perception through highlighting certain topics and using propaganda. There are two main theories of agenda setting - first level looks at what issues the media focuses on, and second level examines how people think about those issues. The 24-hour news cycle and corporate influence on climate change coverage are also discussed.

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    Lecture 8 Agenda Settings: Jess O'Mahony s42921507

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    The document discusses agenda setting by the media and how it influences public perception. It outlines four types of agendas, including the media agenda which determines what issues are discussed. The media agenda can skew audience perception through highlighting certain topics and using propaganda. There are two main theories of agenda setting - first level looks at what issues the media focuses on, and second level examines how people think about those issues. The 24-hour news cycle and corporate influence on climate change coverage are also discussed.

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    Lecture 8-Agenda Settings

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    The document discusses agenda setting by the media and how it influences public perception. It outlines four types of agendas, including the media agenda which determines what issues are discussed. The media agenda can skew audience perception through highlighting certain topics and using propaganda. There are two main theories of agenda setting - first level looks at what issues the media focuses on, and second level examines how people think about those issues. The 24-hour news cycle and corporate influence on climate change coverage are also discussed.

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    Download as pptx, pdf, or txt
    99 views13 pages

    Lecture 8 Agenda Settings: Jess O'Mahony s42921507

    Uploaded by

    jessomahony
    The document discusses agenda setting by the media and how it influences public perception. It outlines four types of agendas, including the media agenda which determines what issues are discussed. The media agenda can skew audience perception through highlighting certain topics and using propaganda. There are two main theories of agenda setting - first level looks at what issues the media focuses on, and second level examines how people think about those issues. The 24-hour news cycle and corporate influence on climate change coverage are also discussed.

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    Lecture 8 Agenda Settings

    Jess OMahony s42921507

    Agenda Setting and How the media constructs reality

    Its a bit obvious Redman 2012 but the media basically decide what news stories are important to their agenda e.g. if they need more money from a product such as makeup they will air more celebrity news to hide the more serious issues and get more money from product sponsors.

    What is Agenda Setting?

    This highlights: Assumptions on what the media agenda setting is A definition THE PRE-AMBLE: Social Construction of Reality

    The Pre-Amble - Four Agendas:


    Public agenda- the 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 business and corporations consider important. Media agenda- issues discussed in the media.

    Model and diagram on where Agenda Setting came from

    As stated by Harold Lasswell the mass media injects direct influence into the audience. Which is known as the Magic Bullet model.

    This diagram illustrates the flow of the perception of media to the public and who skews the perception.

    More on where Agenda Setting came from

    There are several theories on how the media skews the audiences perception. Through highlighting certain topics that are deemed important The mass media creates images in our minds thus influencing our judgment and opinion. Propaganda is used to support these media corporations which in turn makes us want to support their sponsors creating more money for their revenue.

    What Agenda Setting does and 2 main types of Theories


    Agenda setting Transfers issues from the media to the public For news and other objects e.g. political figures Elite media sets the agenda for other media Two main types of Agenda Setting Theory First Level Agenda Setting Theory What the media should focus on through coverage Second Level Agenda Setting Theory How people should think about the issue

    The Agenda Family


    Media Gate keeping: How the media chooses to expose and issue and what issues they choose to expose. Media Advocacy: The promotion of certain messages e.g. health through the media

    The Agenda Family


    Agenda Cutting: Not representing the truth or reality in the world and is covered up by fluffy issues such as Pinks post baby body Agenda surfing: Media following the crowd and surfs of the wave of topics which influences Bandwagon effect: influencing others towards a certain opinion The diffusion of news: How the news is released and how an important event is portrayed to the media Portrayal of an issue: How the issue is portrayed and the influence on media. Different media outlets help people form their own opinions

    Perception and Dependence


    The dependence of Media such as Face book and Twitter has strengthened the way media portrays stories. Due to the constant of bombardment of media via these platforms media does play a role in how the audience perceives issues e.g. climate change and usually side with the majority (that climate change is real). However due to the different opinions on the web people can also side with minorities and form their own opinions by looking at other evidence.

    Media Dependence is the last member of The Agenda Family

    Strengths and Weaknesses of Agenda Setting


    There are many Strengths and Weaknesses to this theory. Strengths include: Explanatory Power Predictive Power Organising Power Can be proven false Assumptions are based on the scientific side Further research can be done

    Weaknesses are: Media users mightn't be as ideal Effect is weakened if mind is made up News cant create or cause problems NEW MEDIA is foreign territory

    24 Hour News Cycle


    Since the 24/7 cycle has emerged in the media this has created problems with the reliability of the media as information is coming in constantly. The news cycle also deems what is seen as important and is shown to the audience not letting them decide.

    Climate change a scape goat to cloud other issues


    Climate change is a controversial issue that many cooperate media companies seem to support due to money going into different revenues. However climate change could also be seen as clouding bigger more pressing issues such as various natural disaster or wars around the world. The Ditch the witch sign also reminds me of the McCarthyism which hunts where communists we targeted as scapegoats and used to solidify peoples fear of the soviet union taking over.

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