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Agenda-setting theory was formally developed by Maxwell McCombs and Donald Lewis Shaw in a study on the 1968 presidential election deemed "the Chapel Hill study". McCombs and Shaw demonstrated a strong correlation between one hundred Chapel Hill residents' thought on what was the most important election issue and what the local news media reported was the most important issue.
The theory does mention the Internet and briefly mentions social media in the ‘Advent of the Internet’ section, but I would assume that social media has played a much greater role on agenda setting and issue framing than the article gives credit to.
Shaw is best known for his work, with Maxwell McCombs of the University of Texas, on the agenda-setting theory and for his studies of 19th and 20th century American and Southern press history. Shaw began work on the agenda-setting theory in 1966 and was joined by McCombs in 1967, when McCombs came to UNC as a junior professor. [3]
I. Bernard Cohen [1] (1 March 1914 – 20 June 2003) was an American historian of science. He taught at Harvard University for 60 years, 1942–2002, becoming the first chair of its Department of the History of Science when it was established in 1966, and he mentored notable students including George Basalla , Lorraine Daston , and Allen G. Debus .
The MSF was first proposed by John W. Kingdon to describe the agenda setting stage of the policy making process. [1] In developing his framework Kingdon took inspiration from the garbage can model of organizational choice, [2] which views organizations as anarchical processes resulting from the interaction of four streams: 1) choices, 2) problems, 3) solutions, and 4) energy from participants.
Agenda-setting theory describes the relationship between media and public opinion by asserting that the public importance of an issue depends on its salience in the media. [21] Along with setting the agenda, the media further determine the salient issues through a constant battle with other events attempting to gain place in the agenda. [18]
Cohen's initial development of the concept was for the purpose of analyzing the definition of and social reaction to these subcultures as a social problem. [1] [8] [23] According to Cohen, a moral panic occurs when a "condition, episode, person or group of persons emerges to become defined as a threat to societal values and interests."
[1] [2] Media coverage has also been linked to the success of the rise of political parties and their ability to get their ideas on the agenda (agenda-setting). [3] Although the media does often have an effect on the political agenda, these results are not always immediate, which can produce a lag in the political agenda.