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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.
Media reform movement coincides with media democracy as a concept and is interlinked with the agenda setting theory. In 1922, in his book, Public Opinion, Walter Lippmann argued that the mass media are the principal connection between events in the world and the images in the minds of the public. He stated that the media has an ability to ...
Walter Lippmann (September 23, 1889 – December 14, 1974) [1] was an American writer, reporter, and political commentator. With a career spanning 60 years, he is famous for being among the first to introduce the concept of the Cold War, coining the term "stereotype" in the modern psychological meaning, as well as critiquing media and democracy in his newspaper column and several books, most ...
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 ...
Agenda setting theory centers around the idea that media outlets tell the public "not what to think, but what to think about." Agenda setting hypothesizes that the media has the power to influence public discourse and to tell people what important issues are facing society. [26]
Lippmann viewed the role of the journalist to be simply recording what policy makers say and then providing that information to the public. In opposition to this, Dewey defined the journalist's role as being more engaged with the public and critically examining information given by the government.
Often, Bernays quotes Lippmann, an "overt act" is necessary to clarify a state of affairs so that it can become news. Lippmann wrote that a press agent stands between the event and the press in order to control the flow of information. Bernays writes that a counsel on public relations does not merely purvey news but create it.
This perspective is the basis of a separate professional association, the Media Ecology Association. In 1972, Maxwell McCombs and Donald Shaw published a groundbreaking article that offered an agenda-setting theory that paved a new conception of short-term effects of the media. This approach, organized around additional ideas such as framing ...