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    Agenda - Setting Theory. Group 11

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    Agenda - Setting Theory. Group 11

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    Agenda – Setting Theory. Group 11

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    Agenda - Setting Theory. Group 11

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    of 5

    AGENDA-SETTING THEORY

    GROUP 11

    It was first introduced in the year 1972 by Mc Combs and Donald Shaw. This
    theory states that media outlets or the press decide what news to report on and how
    much attention to give it in other words, it highlights the media‟s ability to shape
    public opinion and influence policy making i.e. not “What to think” but “What to
    think about”.
    Maxwell Mc Combs and Donald Shaw‟s agenda theory is composed of three
    models, which are;
    • Awareness model: This model states that individuals are aware of an issue if
    it‟s in the media; it is the media telling the public what issues exist.
    • Priorities model: This model states that if the media prioritizes an issue,
    individuals will prioritize them. Media decides which issues are important.
    • Salience model: This model is in between the first two models, In other
    words, the media influences what issues one „Thinks‟ are important.
    The media sets the agenda, frames the agenda and prioritizes the agenda.

    WHO ARE THE PRESS?


    The term „Press‟ is often used to refer to the news personnel‟s, that is, those who
    work on news. Examples are; Journalists, news casters etc. The press is seen as an
    opinion molder and a setter of agenda, setting the agenda and priorities for social,
    political and economic development by drawing attention to priorities and urgent
    issues, needs and matters to which require attention.

    WHO/ WHAT ARE THE MEDIA OUTLETS?


    These are the means of communication such as radio stations, television stations,
    newspaper agency, and other media of receiving and disseminating ideas and
    information. There are two types of media which are the print media and the
    electronic media.

    KEY CONCEPTS IN RELATION TO AGENDA-SETTING


    THEORY
    • Agenda Setting: This is the process where by the media, policy makers,
    and other stakeholders determine which issues are important and deserve
    attention i.e. choosing the issue one should focus on.
    • Media Agenda: These are the topics and issues the media decides to
    prioritize or cover.
    • Policy Agenda: Here policy makers and Government officials prioritize
    issues and topics they consider important over other issues.
    • Public Agenda: These are the issues and topics that the public see as
    important and worthy of attention.
    • Gate keeping: This refers to the control of what information features on
    media outlets and reaches the public.
    • Framing: This is the way media outlets present and contextualize
    information, laying emphasis on certain aspects of an issue while ignoring
    some other aspects, therefore influencing how the audience interpret and
    perceives the information.
    • Priming: This is the process by which the media activate certain thoughts,
    feelings and ideas in the mind of the audience. For example; Covering of a
    particular topic or heading for months to increase audience exposure, giving
    people the impression that the topic of more importance when compared to
    other stories, making it more vivid in the mind of the audience.

    KEY ASPECTS OF AGENDA-SETTING THEORY


    • Media influence
    • Selective coverage
    • Framing effects
    • Priming effects
    • Agenda-setting as a cognitive process

    FACTORS INFLUENCING AGENDA-SETTING

    • Events and crisis: Big events or crisis, like natural disasters, pandemics
    and the likes can dominate the agenda.
    • Austerity measures: It can influence policy agenda setting by
    necessitating cuts in public spending and shaping how policy actors act.
    • Policy actors: Policy actors can influence policy agenda setting by
    shaping the content of the agenda and how it is acted upon.
    • Public opinion: The interests of the general public can also shape the
    agenda of the media.
    • Media ownership: Those who own media outlets and their personal
    beliefs can influence what stories are told.

    CASE STUDY: #BRING BACK OUR GIRLS (2024)


    Boko Haram kidnapped over 270 schoolgirls from Chibok, Nigeria in April 2014.
    A campaign with the hashtag #BringBackOurGirls demanded for the Nigerian
    Government to take action.

    AGENDA-SETTING THEORY IN ACTION:


    • The media (TV, Social media, Newspapers, Radio) gave extensive coverage
    to the kidnapping, making it a prominent issue in the public sphere.
    • The media agenda-setting process:
    - Identified the issue (Kidnapping of Schoolgirls).
    - Reason for its importance: - Violation of human rights and a national
    security threat.
    - Framed the narrative: - Government inaction, public outrage.
    • The public‟s perception and response:
    - People became aware of the issue and implications.
    - The safe return of the girls became a priority of national concern.
    - Demanded action from the Nigerian government.

    Agenda-Setting theory demonstrates that media plays a crucial role in shaping


    public opinion and policy priorities by selecting, framing and emphasizing certain
    issues over others, influencing what issues people see as important.
    Understanding the theory helps individuals to evaluate how the media impacts
    their perceptions and it is also encourages responsible media practices.

    REFERENCES
    Books:

    • McCombs, M.E. (2004). Setting the Agenda: The Mass Media and Public
    Opinion. Polity.
    • Dearing, J.W., & Rogers, E.M. (1996). Agenda-setting. Sage publications.
    Journals:

    • McCombs, M.E., & Shaw, D.L. (1972). “The Agenda-Setting Function of


    Mass Media”. Public Opinion Quarterly, 36(20, 176-187.
    • Weaver, D.H. (2007). “Thoughts on Agenda Setting, Framing, and
    Priming”. Journal of Communication, 57(1), 142-147.
    Websites:

    • Communication theory, “Agenda-Setting Theory”,


    • Mass Communication Theory, “Agenda Setting”,
    • Research Gate, “Agenda-Setting Theory”,

    GROUP 11 MEMBERS
    - Chibuisi Precious Chidinma- 22/11800
    - Aduaka Precious Chidinma- 22/10424
    - Iriogbe Efetobore Treasure- 22/10952
    - Udeh Precious Ugochinyere- 22/11447
    - Oladipupo Temilola Taofeek- 22/10419
    - Gbadamosi Ibrahim Olamilekan- 22/11311
    - Aroyewun Tolulope Lois- 22/10374
    - Razaq Kolade- 22/11272
    - Ogbonnaya Tochi Goodness- 22/10466
    - Okeke Noble Ikechukwu- 22/9594

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