Mass Communication and Journalism: Media Effects and Influence - AgendaSetting Theory McCombs Shaw Media tells us what to think about

What It Is

Agenda-Setting Theory, developed by Maxwell McCombs and Donald Shaw in 1972, posits that the media play a significant role in shaping public opinion by deciding what issues to cover and how to cover them. A classic example of agenda-setting in action is the 1972 Watergate scandal, where the Washington Post's in-depth coverage of the story led to a shift in public opinion and ultimately contributed to President Nixon's resignation. This matters for media analysis because it highlights the power of the media to influence public discourse and shape the national agenda.

Key Terms & Concepts

• Agenda-Setting Theory: The idea that the media influence public opinion by deciding what issues to cover and how to cover them.
• Maxwell McCombs: A communication researcher who, along with Donald Shaw, developed the agenda-setting theory in 1972.
• Donald Shaw: A communication researcher who, along with Maxwell McCombs, developed the agenda-setting theory in 1972.
• Media Framing: The way in which the media present information, which can influence public opinion and shape the agenda.
• Source Credibility: The perceived trustworthiness and expertise of a source, which can affect how the media present information.
• Gatekeeping: The process by which media professionals decide what information to include or exclude from a story.
• Selective Exposure: The tendency for people to seek out information that confirms their existing attitudes and avoid information that challenges them.
• Media Literacy: The ability to critically evaluate the information presented in the media and understand the potential biases and agendas at play.
• Propaganda: Information, ideas, or messages that are spread deliberately to influence people's attitudes or behaviors, often in a manipulative or coercive way.
• Persuasion: The process of influencing people's attitudes or behaviors through rational argument or emotional appeal.
• Inverted Pyramid Structure: A writing style in which the most important information is presented first, followed by less important details.
• Hourglass Structure: A writing style in which the most important information is presented in the middle, with less important details at the beginning and end.

Common Misunderstandings

• Misunderstanding: Agenda-Setting Theory only applies to news coverage of politics.
• Correction: Agenda-Setting Theory can apply to any topic or issue that is covered in the media, not just politics.
• Misunderstanding: The media always have a liberal or conservative bias.
• Correction: While some studies have found that the media may have a liberal bias, others have found that the media can also have a conservative bias or no bias at all, depending on the context and the specific media outlet.
• Misunderstanding: Agenda-Setting Theory is only relevant to traditional media outlets like newspapers and TV news.
• Correction: Agenda-Setting Theory can also apply to online media outlets, social media, and other digital platforms.

Quick Application / Identification

Scenario: A local newspaper decides to run a series of articles about the importance of recycling in the community. Which concept is at play here?

Answer: Agenda-Setting Theory. Explanation: By deciding to cover the topic of recycling, the newspaper is influencing public opinion and shaping the community's agenda.

Scenario: A TV news anchor presents a story about a new study on the benefits of exercise, but fails to mention any potential drawbacks or criticisms of the study. Which concept is at play here?

Answer: Media Framing. Explanation: The anchor's presentation of the story is influencing how the audience thinks about the topic of exercise and may be shaping their attitudes or behaviors.

Scenario: A social media influencer promotes a new product by sharing a series of positive reviews and testimonials from satisfied customers. Which concept is at play here?

Answer: Propaganda. Explanation: The influencer's promotion of the product is an example of propaganda, as they are using persuasive language and tactics to influence people's attitudes or behaviors.

Last-Minute Revision

• Maxwell McCombs and Donald Shaw developed Agenda-Setting Theory in 1972.
• The Washington Post's coverage of the Watergate scandal is a classic example of agenda-setting in action.
• Media literacy is the ability to critically evaluate the information presented in the media.
• Propaganda is information, ideas, or messages that are spread deliberately to influence people's attitudes or behaviors.
• The inverted pyramid structure is a writing style in which the most important information is presented first.
• The hourglass structure is a writing style in which the most important information is presented in the middle.
• Selective exposure is the tendency for people to seek out information that confirms their existing attitudes and avoid information that challenges them.
• Gatekeeping is the process by which media professionals decide what information to include or exclude from a story.
• Media framing is the way in which the media present information, which can influence public opinion and shape the agenda.
• Source credibility is the perceived trustworthiness and expertise of a source, which can affect how the media present information.
• Agenda-Setting Theory can apply to any topic or issue that is covered in the media, not just politics.
• The media may have a liberal or conservative bias, but this is not always the case.
• Agenda-Setting Theory can also apply to online media outlets, social media, and other digital platforms.