Reflection On Agenda Setting And Related Theories

Reflection on schedule Setting and related theories
---- Agenda mise en scene and framing function of mass media in digital age

Agenda setting has long been considered as one of the roughly influential and classic theories in media effects and political conference field. Though it serves as a groundbreaking supposition and sparks many another(prenominal) valuable further researches, there are several points that flummox our further considerations.

As a mass communication theory concentrating mainly on the macro level, order of business-setting neglects the interpersonal communication impacts on building public docket.

Among numerous mediating variables, the following 2 are of most concern. First of all is the polariation of impertinent and obscure retorts. This identification concerns about the nature of an issue and it whitethorn be highly possible that media agenda only influences unobtrusive issues while the importance of obtrusive issues would be decided by individuals through direct experiences. The second concern is the need for orientation course which is about individual characteristics.



Since different people have different level of motivations or orientations of getting oriented, it may not continuously be the case that everybody would seek out input from media when he or she is not familiar with an issue or unsealed about how to deal with it. Therefore the effects of agenda setting of the media would be mediated by individual motivations and whether we refer to media agenda or not.

Such extraneous factors influence the internal rigor of agenda setting theory and therefore weaken the specialisation of public-media agenda relationship. Besides the above issues, there are nigh more concerns about the essence and core concepts of this theory. Issue saliency from mass media is quite obvious and straightforward as shown in content analysis. However, how we interpret the dependent variable --- the public agenda, deserves a second thought. A person could consider an issue is important in terms...If you want to get a well(p) essay, order it on our website: Orderessay



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