Agenda setting is a theory brought up by McCombs and Shaw who believe that “the mass media have the ability to transfer the salience of items on their news agendas to the public agendas”.
McCombs and Shaw say that we look to news professional for cues on where to focus our attention, “we judge as important what the media judge as important” (Griffin, 2009, p. 359).
According to Littlejohn(1996), there are two levels of agenda setting. The first level enacts the common subjects that are most important and the second level decides which parts of the subjects are important. From this, the media agenda will affect the public agenda which then will affect the policy agenda.
During our lecture about the theory, Chris had asked us to solve about a problem that country X is facing. The priorities are set to be on the government agenda and the public agenda.
Government agenda
Frame Amplification: public spitting and urination are being focused on as unhealthy and could affect the economy
Frame Extension: a clean environment will help increase a healthy lifestyle
Frame Bridging: foreign companies would only invest if the government take actions on the public urinating and spitting and used the money and invest them for education and health purposes.
Public agenda
Frame Amplification: focus on the children’s education and its benefit
Frame Extension: Extend the need for children’s welfare and education which will help the economy in the future
Frame Bridging: developing more schools will help decrease the crime rate and gain investor confidence in the country
References:
Griffin, E. (2009). A first look at communication theory. NewYork: The McGraw-Hill Companies
Littlejohn, S. W. (2002). Theories of Human Communication.(7th edition). New Mexico : Wadsworth
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