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Showing posts from July, 2022

Definition and Assumptions of the Agenda-Setting Theory

The agenda-setting theory explains the correlation between the emphasis that the media attribute to issues and the consequent importance that media users may accord to such issues. The agenda-setting theory describes a very powerful influence of the media, which is the ability to tell people what news are important or not. The agenda setting-theory is the creation of public awareness and concern of salient issues by the news media.  The mass media has become the dominant means through which individuals and social groups receive a permanent and intense stream of data, facts and ideas. When this flow of information is transmitted  through the mass media , it consequently proposes certain meanings, building a certain image about the world. Thus, the values, hierarchies, social norms and ideas promoted by the media, and/or the meanings determined by them can influence the way media users think. Originally formulated by Maxwell McCombs in 1972, the agenda-setting theory explains the correl