Pratiksha Mishra

II semester

MS Communication

WHAT IS IT?

In lay man’s term, if a piece of information is covered frequently and prominently the audience will regard the issue as more important. 

In his publication, The Agenda-Setting Role of the Mass Media in the Shaping of Public Opinion, Maxwell

McCombs states, “The principal outlines of this influence were sketched by Walter Lippmann in his 1922 classic, Public Opinion, which began with a chapter titled “The

World Outside and the Pictures in Our Heads.”

FOUNDING FATHERSDeveloped and published in 1972 by:-

Dr. Max McCombs Dr. Donald Shaw

• Based on the 1968, US Elections, contested between Richard Nixon(R)* and Hurbert Humphrey(D).

• Nixon had promised to restore the law and order of the state.

CORE ASSUMPTIONSIt is the creation of public awareness and concern of salient issues by the news media. The press and the media do not reflect reality; they

filter and shape it Media concentration on a few issues and subjects

leads the public to perceive those issues as more important than other issues.

The time frame for this phenomenon is very crucial.

Different media have different agenda-setting potential.

TYPES1) Public agenda setting, in which the public's agenda is the dependent variable.

- Influenced by opinion leaders

2) Media agenda setting, in which the media's agenda is treated as the dependent

- Influenced by media

3) Policy agenda setting, in which elite policy makers' agendas are treated as the dependent variable

- Influenced by the government.

WHAT DOES IT DO?

IN THE INDIAN CONTEXT

The 2014 Union Elections:- The NaMo Wave The Prince Vs The Pracharak

The 2015 Delhi Elections:- Mufflerman vs Rs 10 lakh suit man Congress's loss is AAP's gain

ANOTHER HIGHLIGHTUses and Gratifications ResearchThere is another research tradition that denies that the press has awesome power. The uses and gratifications approach to the mass media, however, stresses intrapersonal needs rather than interpersonal factors.

Instead of regarding mass media as principally disseminators of news/information and wielders of power/influence, this research tradition assumes they are primarily sources of diversion, gratifiers of individual needs, and entertaining outlets for personal escape.

With this assumption, researchers investigate how people use a particular medium for their individual purposes.

THANK YOU…..any questions?