![]() ![]() Related: Psychology Of Learning And Behavioural Learning Theory Levels Of Agenda-Setting In the 1960s, Bernard Cohen, an American political scientist, also observed and expressed similar ideas that eventually led to McCombs and Shaw formalising the theory. ![]() The concept finds its earliest mentions in 1922 by Water Lippman, an American writer and political commentator, who also talked about the role of media in shaping the thoughts of the common public. The theory by Dr Maxwell McCombs, an American journalism scholar, and Dr Donald Shaw, an American social scientist, is based on a 1968 study. The media gives more prominence to certain news over others by reporting it continuously and creating heightened importance around it. ![]() The media yields authority over the truth behind the information by showing it selectively and not comprehensively. The theory has two fundamental assumptions: This happens by emphasising certain news repeatedly. Related: Behavioural Learning Theory: Types, Benefits And Strategies What Is Agenda-Setting Theory?Īgenda-setting theory discusses the media's influence on society by controlling what to think about and how to think about it. In this article, we define the agenda-setting theory, explain its levels and influencing factors, share some examples and compare its pros and cons. If you are planning a career in journalism, public relations, marketing or politics, you may benefit from knowing more about this theory and its applications. One of the most important and oldest theories in this domain is the agenda-setting theory, which analyses how the media sets the public agenda by choosing to focus on specific events and stories. There are several theories that study how media companies influence public opinion and discourse. ![]()
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