Chapter 21 The Media Agenda setting theory

Question 1

Author

Answer 1

McCombs and Shaw

Question 2

Tradition

Answer 2

Socio-psychological

Question 3

Context

Answer 3

Mass/media

Question 4

Approach to knowing

Answer 4

Positivist/emperical

Question 5

Overall theory

before passive audience, regulated - link to uses and gratification theory - active audience use media for a need

Answer 5

1. the media establish an agenda which not only reflect reality but shape and filter it for the public. - space and time it is given.
2. The media agenda affect the public agenda, and these in turn affect the policymakers agenda.
3. the public and policymakers have the possibility to affect the media agenda as well.

–>how agenda setteling depend on media credibility, the extend of conflicting evidence(need to be the same in every media), shared values, and audience need for guidance.

limited effect- audience have influence- tell what to think about not what to think

Question 6

Media gatekeeping

Answer 6

Editors are gatekeepers because they have the power to kill stories and to promote other stories

Question 7

People know about the word through media and they shape

Answer 7

what image people have on the events in their mind

Question 8

function of mass media: Surveillance

Answer 8

Process- newspeople deciding which events deserve attention - often bad news or really amazing news

Question 9

Function of mass media: correlation:

Answer 9

How media direct attention to certain issues - we know it when it happen (real time)

Question 10

The media agenda becomes the public agenda - affect policymakers agenda

Answer 10

Correlation between what people care about the most and what the media talk about the most.

Influence our view about what is important.

• influence what politicians promote that they will change in society or do.

Question 11

Little john and Voss - four power relations between media and other sources, to?

Answer 11

investigate who set the media agenda.

Question 12

First power relation - high power source and media

Answer 12

e.g. CNN and the president. Both high power, can give conflicts

Question 13

Second power relation - high p source, low p media

Answer 13

e.g. politican and local newspaper. Source sets the agenda

Question 14

Third power relation - low p source high p media

Answer 14

E.g. welfare group and acknowledged media - media have the agenda power

Question 15

last power relation -both source and media low power

Answer 15

local official and small town website - no one have much power.

Question 16

intermedia influence

Answer 16

Some medias affect other medias agenda setting. - follow each other

Question 17

Pack journalism

Answer 17

jornalista agenda is affected by other journalists

Question 18

Two levels of agenda setting

1. agenda

Answer 18

a list of the most important issues of the day decided by the media

Question 19

Two levels of agenda setting

2. attribute agenda setting
   - Media framing (focus)

Answer 19

Which part(attributes) are most important (use headline size, picture and size etc)

Medias cover of a event effect the way consumers interpret the event

Question 20

Visual agenda setting

+ personal affected by event

Answer 20

Most people choose the most compelling and most seen image of a event in the dominant media. But people personal affected took the more personal view on the event

Question 21

Priming (context)

Answer 21

A cognitive process- you hear something in the media and it change or influence the ways you think about the person /event involved e.g.

Question 22

salience

Answer 22

The degree to which an agenda issue is perceived important relative to other issues on the agenda

Question 23

Two variables why people do not adopt media agenda

relevance

Answer 23

how personal affected the feel about the issue and if they want to seek guidance

Question 24

Two variables why people do not adopt media agenda

uncertainty

Answer 24

how information they already possess about a issue and if they need to seek more guidance from media

Question 25

Critic - scope

Answer 25

taking attribute agenda theory into account may make it too broad

Question 26

Critic - utility

Answer 26

If its still useful with the new media environment - people free and active and use internet where all issues can be found - empirical evidence is mixed - maybe a reduction in the power of media than before, but still perform a agenda setting function

Question 27

my own thoughts

Answer 27

i think the theory - still useful - many media still effect what we think about - if not the small still the bigger issues. I am not very interested in news, but when i think about what happen in the world it is because of the media and priming.

Question 28

communication model

Answer 28

Mostly with feedback and now also programs where people can comment on facebook and the subjects are discussed in the television live. interactional and transactional