Agenda setting theory (Maxwell McCombs and Donald L. Shaw)

schedule setting theory (Maxwell McCombs and Donald L. Shaw) Media influence affects the order of presentation in news reports about news events, fields in the public mind. More wideness to a news-more importance attributed by audience. Media Priorities It says what lot should estimate about and how people should think about. These are the levels of agenda setting theory First Level Mostly studied by researchers, media uses objects or issues to influence the people what people should think about. Second levelMedia focuses on the characters of issues how people should think about. Agenda setting theory used in political ad, campaigns, business news, PR (public relation) etc. The primary(prenominal) concept associated with the agenda setting theory is gate keeping. Gate keeping controls over the selection of subject field discussed in the media Public cares mostly about the product of a media gate keeping. It is especially editors media itself is a gatekeeper. newsworthiness me dia decides what events to admit through media gates on ground of newsworthiness. For e. g. News Comes from various sources, editors choose what should egress and what should not thats why they are called as gatekeepers. Priming Activity of the media in proposing the values and standards by which objects of the media attention earth-closet be judged. Medias capability will provide a lot of prison term and space to certain issues, making it more vivid. To say in simple words, Media is giving utmost importance to a news so that it gives people the impression that is the most important information. This is done everyday the crabby news is carried as a heading or covered everyday for months.Headlines, Special news features, discussions, estimable opinions are used. Media primes news by repeating the news and giving it more importance E. g. Nuclear deal. material body Framing is a process of selective control Two Meanings 1. Way in which news content is typically shaped and contex tualized within same frame of reference. 2. Audience adopts the frames of reference and to see the world in a similar way. It is how people attach importance to news and perceive it context within which an issue is viewed. Framing talks about how people attach importance to certain news for e. . in trip of attack, defeat, win and loss, how the media frames the news such that people perceive it in a different way. We can arrive at India and Pakistan war same happening is framed in different ways in both the countries. So depending on which media you view your perception will differ. Criticisms of Agenda setting theory is Media users not ideal, people whitethorn not pay attention to details. Effect is weakened for people who have made up their mind. Media cant create problems. They can only alter the awareness, Priority etc.