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1、Agenda Setting,Theory developed by Maxwell McCombs and Donald Shaw in the late 1960s,McCombs and Shaw argued that the“Mass media have the ability to transfer the salience of items on their news agendas to the public agenda.”As they put it:“We judge as important what the media judge as important.”,Ag
2、enda Setting,This idea was not entirely new and can be traced back to the work of the WalterLippman who claimed that the media act asmediators between“the world outside and the pictures in our head”,Agenda Setting,Political scientist Bernard Cohen observed“The press may not be successful much of the
3、 time in telling people what to think,but it is stunningly successful in telling them what to think about.”,Agenda Setting,As a theory agenda setting represented a shift from the limited effects paradigm that was dominant at the time because it questioned Lazarsfelds Selective Exposure thesis which
4、argued the media merely reinforced or amplified exisiting beliefs,Agenda Setting,McCombs and Shaws study defined media agenda by studying coverage of issues in nine print and broadcast sources.They used position and length of story as main criteria of prominence in print media and placement in first
5、 three stories or a discussion over 45 seconds for broadcast,Agenda setting,Issues prominent in the media were:Foreign policyLaw and OrderFiscal PolicyPublic Welfare Civil Rights,Agenda Setting,To determine publics agenda they asked voters to identify what they considered to be the top issues in the
6、 1968 campaign between Nixon and HumphreyThey compared aggregate data from voters with media content and found that the issues and the ranking of the issues was nearly identical on both lists.,Agenda Setting,McCombs and Shaw hypothesized that Media agenda Voters agendaBut could it be?Media agendaVot
7、ers agenda How can this hypothesis be proved?,Agenda Setting,By showing that public concerns follow the media agenda.McCombs and Shaw demonstrated this by surveying public opinion during the 1976 presidential campaign by monitoring major TV networks and papers,Agenda Setting,Using a correlational ti
8、me analysis foundthat publics concerns trailed the medias agendaFurther support for the agenda-setting thesis was provided by an experiment run by Yale researchers Iyengar,peters and Kinder,Agenda Setting,Showed newscasts to three groups of New Haven residents for four days and had them fill out a q
9、uestionnaireEach group saw a different version of the newscast with a daily focus on national defense/inflation/environment Result was the upward movement of those issues on the peoples lists of concerns,Agenda Setting,Who sets the agenda for the media?Intermedia effectEventsPublic relations profess
10、ionalsInterest aggregations,Agenda Setting,Who is most likely to be affected by the agenda-setting function of the media?,Agenda Setting,McCombs and Shaw have argued that the people who have a willingness to let the media shape their thinking have:A high need for orientation or index of curiosity st
11、emming from high relevance and uncertaintly,Framing,By the mid-1990s,agenda-setting theory evolved and scholars began to argue that the media do influence the way we think as a result of a specific process known as framing.,Framing,What is framing?According to James Tankard,a media frame is“The cent
12、ral organizing idea for news content that supplies a context and suggests what the issue is through a use of selection,emphasis,exclusion and elaboration.”,News frames are almost entirely implicit and taken for granted.They do not appear to either journalists or audiences as social constructions but
13、 as primary attributes of events that reporters are merely reflecting.News frames make the world look natural.They determine what is selected,what is excluded,what is emphasized.In short,news presents a packaged world.,Entmans Analysis of Framing of of KAL 007 and Iran Air 655,Similarly complex and
14、tragic events,yet framing differs dramaticallyDifferences in quantity of coverageKAL 007(51 pages in Time and Newsweek)/NY Times(286 stories and WaPo 169 stories)Iran Air 655(20 pages in Time and Newsweek)/NY Times(102 stories and WaPo 82 stories),Entmans Analysis,Significant differences in images a
15、nd language in treatment of KAL 007 and Iran Air 655.KAL CoversShooting to Kill and Murder in the AirIran AirWhy it Happened?And What went wrong?Differences in coverage of victimsAttribution of responsibilityUse of moral vs.technical frame,Examples of Framing,Rats Bite Infant An infant left sleeping
16、 in his crib was bitten repeatedly by rats while his 16-year-old mother went to cash her welfare check.A neighbor responded to the cries of the infant and brought the child to St.Josephs Hospital where he was treated and released into his mothers custody.,Examples of Framing,Rat Bites Rising in City
17、s Zone of Death“Rats bit eight-month-old Michael Burns five times yesterday as he napped in his crib.Burns is the latest victim of a rat epidemic plaguing inner-city neighborhoods labeled the Zone of Death.Health officials say infant mortality rates in these neighborhoods approach those in many thir
18、d world countries.A Public Health Department spokesman explained that federal and state cutbacks forced short staffing at rat control and housing inspection programs.,Examples of Framing,Rats Bite Infant:Landlord,tenants dispute blameAn eight-month-old Milwaukee boy was treated and released from St.
19、Josephs Hospital yesterday after being bitten by rats while he was sleeping in his crib.Tenants said that repeated requests for exterminations had been ignored by the landlord,Henry Brown.Brown claimed that the problem lay with the tenants improper disposal of garbage.,Framing the War in Afghanistan
20、,Freedom v.Terror(overall package)Core frameIssue is will we allow evil to prevail and destroy civilization and rule the worldHumanitarian Intervention(overall package)Core frameIssue is will the U.S.help the people of AfghanistanQuagmire(overall package)Core frameIssue is will we get stuck in another expensive war?,
