The Agenda Setting Function Theory | Media in Minutes | Episode 3
Updated: February 22, 2025
Summary
The agenda setting function theory, developed in 1972, explains how the media shapes public opinion by highlighting specific issues. This theory suggests that the media cannot dictate what we think, but can influence what we think about by giving prominence to certain topics. The framing phenomenon, introduced in 1998, further expands on this idea by emphasizing how the media can influence how we perceive these issues. Despite its age, the agenda setting function theory remains relevant today as a powerful tool for the media to sway public opinion through strategic news coverage.
Agenda Setting Function Theory
The agenda setting function theory was developed by Maxwell Momes and Donald Shaw in 1972 based on their study of the North Carolina election campaign. It suggests that the media cannot tell us what to think but can influence what we think about by giving prominence to specific issues.
Media Framing Phenomenon
In 1998, Mcon introduced the framing phenomenon, which argues that the media can also influence how we think about a particular issue by focusing on certain aspects in a specific way. This is exemplified in Australian news reports about asylum seekers.
Importance of Agenda Setting
Despite originating in the 1970s, the agenda setting function theory remains relevant as it continues to be a significant way for the media to influence public opinion by highlighting specific issues through news coverage.
FAQ
Q: Who developed the agenda setting function theory and when?
A: The agenda setting function theory was developed by Maxwell McCombs and Donald Shaw in 1972.
Q: What does the agenda setting function theory suggest about the media's influence?
A: The theory suggests that the media cannot tell us what to think but can influence what we think about by giving prominence to specific issues.
Q: What is the framing phenomenon introduced by Mcon in 1998?
A: The framing phenomenon argues that the media can influence how we think about a particular issue by focusing on certain aspects in a specific way.
Q: How is the framing phenomenon exemplified in Australian news reports about asylum seekers?
A: The framing phenomenon is exemplified in how Australian news reports about asylum seekers focus on specific aspects of the issue to influence public perception.
Q: Why is the agenda setting function theory still relevant today despite originating in the 1970s?
A: The theory remains relevant as it continues to be a significant way for the media to influence public opinion by highlighting specific issues through news coverage.
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