Chaper 30 - Agenda Setting Theory

Question 1

Agenda-Setting Hypothesis

Answer 1

Mass media has the ability to transfer the salience (importance) of issues on their news agenda to the public agenda

Question 2

Media Agenda

Answer 2

The pattern of news coverage across major print and broadcast media as measured by prominence and length of stories

Question 3

Public Agenda

Answer 3

The most important public issues as measured by public opinion surveys

Question 4

Agenda Setting Mantra

Answer 4

Media don’t tell us what to think; they tell us what to think about.

Question 5

Framing

Answer 5

The selection of a restricted number of thematically related attributes for inclusion on the media agenda when a particular issue is discussed

Question 6

Media Frame

Answer 6

The central organizing idea for news content that supplies a context and suggests what the issue is through the use of selection, emphasis, exclusion, and elaboration.

Question 7

2 Levels of Agenda Setting

Answer 7

1) Transfer of salience [importance to you/relevance] of an attitude object [issue]. 2. Transfer of attributes associated with issue

Question 8

Framing Example

Answer 8

Texans ranked crime as most important issue despite drop in frequency and severity of crime

Question 9

1st Level of Agenda Setting

Answer 9

Media covered crime frequently, prominently. 2 frames established: 1) crime depicted as random, bold; 2) emphasis on proximity

Question 10

Who sets media agenda?

Answer 10

Gatekeepers, officials, interest aggregations (clusters of people who demand center stage for their issues).

Question 11

Disintermediation

Answer 11

Elimination of gatekeepers