Exam 3 (McCombs)

Question 1

What is the “agenda setting theory” according to McCombs?

Answer 1

Issues most salient in the news are ranked most important by the public. The media agenda shapes the public agenda.

Question 2

What does salient mean?

Answer 2

Most noticeable or important.

Question 3

What are the “4 Visions” of Agenda setting?

Answer 3

1. Professional Detachment
2. Targeted involvement
3. Boosterism
4. Proactive Agenda Setting

Question 4

Of the 4 visions of agenda setting, what is “Professional Detachment”?

Answer 4

Survalience role of media, Idea that agenda setting isn’t a deliberate goal of the media rather simply a byproduct.

Question 5

of the 4 visions of agenda setting, what is “Targeted Involvement”?

Answer 5

Investigative journalism and editorial campaigns (where a journalists or editor directly targets a specific issue because they believe it needs to be brought alive) Actively attempts to shape both the public and political agenda.

Question 6

of the 4 visions of agenda setting, what is “Boosterism”?

Answer 6

Active “community interest” pieces, Sets to chive community consensus around the area of common interest. Borders the line between blatant publicity and political agenda.

Question 7

Of the 4 visions of agenda setting, what is “Proactive Agenda Setting”

Answer 7

Eschews professional detachment, sees journalist as active participants in public and political agenda.

Question 8

What is Top Down/Bottom Up

Answer 8

Top Down - The idea that journalists proactively set the community agenda.

Bottom Up - News agencies set agenda based on public polling and requires a line of communication between public and news.