Agenda Setting Theory

Summary

This video explores the agenda-setting theory, explaining how media influences public perception by choosing which issues to highlight. It discusses how media shapes public agenda, directing attention to certain topics, such as politics, economy, and entertainment. The video illustrates two levels of agenda-setting: external (influenced by politicians and public figures) and intermedia (influences among various media outlets). An example of Kim Kardashian's short-lived marriage to Kris Humphries is used to demonstrate the power of media in framing events and shaping public focus. Ultimately, the theory shows how media doesn't tell us what to think, but what to think about.

Takeaways

• 😀 Media plays a significant role in shaping public perceptions of reality, influencing issues like politics, economy, science, and society.
• 😀 The Agenda-Setting Theory suggests that media selects certain aspects of reality to focus on, which influences the public's attention and understanding of those topics.
• 😀 Public agenda is formed by the media agenda, with individuals concentrating on issues that are presented as important by the media.
• 😀 The theory emphasizes that media does not dictate what to think, but rather tells audiences what to think about.
• 😀 Media content can alter public opinion, as seen in the example of controversial issues like gay marriage or abortion.
• 😀 The influence of media is stronger on individuals with high relevance and uncertainty about a topic.
• 😀 Framing is a concept in agenda-setting where the media shapes not just what people think about, but also how they behave.
• 😀 The agenda-setting theory operates on two levels: the extra media level, which focuses on external news sources like politicians and public figures, and the intermedia level, which concerns media interactions and influences.
• 😀 The extra media level influences media agendas, as illustrated by the way politicians manipulate media to shift public opinion, like in the example of a political debate on immigration.
• 😀 The intermedia level shows how different media platforms influence each other, such as blogs and traditional media outlets influencing each other's portrayal of celebrities and public events.
• 😀 The media's portrayal of Kim Kardashian's short-lived marriage to Kris Humphries serves as an example of how the media builds public interest and exploits controversies for attention and profit.

Q & A

What is the Agenda Setting Theory in media?

The Agenda Setting Theory explains how the media influences public perception by selecting certain issues to focus on, thus guiding what the public thinks about, rather than directly telling them what to think.

How does the media affect public perception according to the script?

The media affects public perception by choosing which aspects of reality to highlight, which in turn shapes the public agenda. This leads people to focus on issues that the media deems important, influencing their views and opinions.

What is the difference between media agenda and public agenda?

The media agenda refers to the issues that the media chooses to focus on, while the public agenda is the set of issues that the public focuses on as a result of the media's influence. The media directs attention, and the public follows.

Can the media influence how we think about issues, and if so, how?

Yes, the media can influence not only what we think about but also how we think about it. This process is known as media framing, where the media shapes the narrative and presentation of an issue to affect the public's perception of it.

What does the concept of 'framing' refer to in the context of the media?

Framing refers to how the media presents an issue by highlighting certain aspects while downplaying others, guiding how the audience interprets and understands the issue. For example, framing a celebrity divorce in terms of financial gain can shift the focus away from personal emotions.

How does the extra media level of agenda setting work?

The extra media level focuses on external influences like politicians and public figures. These individuals use the media to influence public opinion by promoting certain policies or viewpoints that shape the media agenda.

What is the intermedia level of agenda setting?

The intermedia level refers to the interactions between different media outlets, where one medium can influence how another reports on a topic. This creates a cycle of media influence where news stories are shared and shaped across various platforms.

How does the media's portrayal of Kim Kardashian's marriage demonstrate the concept of agenda setting?

The media's portrayal of Kim Kardashian's short-lived marriage to Kris Humphries shows how media outlets shifted their focus from a positive romance to a scandalous divorce. This change in focus influenced public interest and perceptions about the couple and their relationship.

What role do blogs play in the media's agenda setting process?

Blogs play a significant role in the media agenda-setting process by both influencing and being influenced by traditional news outlets. They often reflect and amplify the narratives set by mainstream media, helping to shape public discourse.

Why is the idea that 'the media tells us what to think about' important in understanding Agenda Setting Theory?

The idea that the media tells us 'what to think about' is crucial because it highlights the power of media in directing public attention to certain issues. This doesn't dictate specific opinions but guides the public on which topics to prioritize and engage with.