Lecture 11
offered an interesting insight into the complexities of Agenda Setting, which
can best be defined as the ‘social construction of reality’ and begs the
question.
‘What is a journalist’s role in shaping public
opinion?’
The 4 facets
of agenda setting most relevant to us as students are these:
1. Public Agenda
2. Policy Agenda
3. Corporate Agenda
4. Media Agenda
These are all
interrelated.
The two most
basic assumptions of Media Agenda Setting are these:
1. The Mass Media does not merely reflect
and report reality- they filter and shape it.
2. Media Concentration on a few issues
and subjects leads the public to perceive these issues as more important than
other issues.
The earliest
definitions of agenda setting stem from Harold Laswell in 1920- it’s been
around for ages.
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