By James W. Dearing
What's the significant social challenge within the information this present day? Who made it so vital? Social concerns which are widely known at the media time table frequently call for cognizance at the public time table, and in flip circulate speedy up the coverage schedule, developing coverage alterations. in line with examine of up to date social matters that experience hit the headlines - together with the warfare on medications, drink-driving, the Exxon Valdez oil spillage, AIDS and the Ethiopian famine - this e-book offers very important theoretical and functional insights into the agenda-setting procedure and its function in effecting social swap.
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Extra resources for Agenda-Setting (Communication Concepts)
Thus, the med ia agenda is expected to be more important in 53 setting the public agenda for international affairs than for domestic affairs. On the other hand, personal experience with an issue can sensitize an indiv idual to that issue, so that furt her information is then sought in the media about the issue. Thus, personal experience with an issue might enhance the media agenda's influence on the public agend a. When personal experience is indexed by the probability of being affected by an issue, a positive relationship of such personal experience with media agenda~setting was found (Erbring.
The research paradigm assumes an active, involved public, as opposed to the hierarchy app roach, which assumes a passive role for audience members, that of adopting media salience for issues. One main advantage of the singleissue approach is that the agenda-setting process can be traced longitudi nally to better understand the time sequence in which the media agenda, public agenda, and policy agenda occur. This expected sequence, postulated by Blumer (1971) and Downs (1972), has been shown to have generally occurred in a small number of empirical studies.
Other individuals were randomly assigned. to watch a corresponding set of undoctored newscasts (thus serving as a control group). Both g ro ups of respondents were asked about the salience o f the manipulated issue (Iyengar & Kinder, 1985, p. 124). Respondents who had v iewed the treatment Videotapes, which contained extra news coverage of some issue, rated that issue as mo re important. Iyengar and Kinder (1987) ca rried out 14 different experiments along the general lines just described. One consequence of such manipulation of individuals' issue hierarchy is priming, defined as the effects of a prior context on the interpretation and retrieval of information (Fiske & Taylor, 1984, p.
Agenda-Setting (Communication Concepts) by James W. Dearing