Agenda Setting Theory:

The creation of what the public thinks is important

History and Orientation:

Agenda setting describes a very powerful influence of the media
the ability to tell us what issues are important. As far back as
1922, the newspaper columnist Walter Lippman was concerned
that the media had the power to present images to the public.
McCombs and Shaw investigated presidential campaigns in 1968,
1972 and 1976. In the research done in 1968 they focused on two
elements: awareness and information. Investigating the agenda-
setting function of the mass media, they attempted to assess the
relationship between what voters in one community said were
important issues and the actual content of the media messages
used during the campaign. McCombs and Shaw concluded that
the mass media exerted a significant influence on what voters
considered to be the major issues of the campaign.

Core Assumptions and Statements:

Core: Agenda-setting is the creation of public awareness and

concern of salient issues by the news media. Two basis
assumptions underlie most research on agenda-setting: (1) the
press and the media do not reflect reality; they filter and shape it;
(2) media concentration on a few issues and subjects leads the
public to perceive those issues as more important than other
issues. One of the most critical aspects in the concept of an
agenda-setting role of mass communication is the time frame for
this phenomenon. In addition, different media have different
agenda-setting potential. Agenda-setting theory seems quite
appropriate to help us understand the pervasive role of the media
(for example on political communication systems).

Statement: Bernard Cohen (1963) stated: The press may not be

successful much of the time in telling people what to think, but it
is stunningly successful in telling its readers what to think about.

Conceptual Model:
Agenda-setting

Source: McQuail & Windahl (1993)

Favorite Methods:
Content-analysis of media, interviews of audiences.

Scope and Application:

Just as McCombs and Shaw expanded their focus, other
researchers have extended investigations of agenda setting to
issues including history, advertising, foreign, and medical news.

Example:
McCombs and Shaw focused on the two elements: awareness and
information. Investigating the agenda-setting function of the mass
media in the 1968 presidential campaign, they attempted to
assess the relationship between what voters in one community
said were important issues and the actual content of media
messages used during the campaign. McCombs and Shaw
concluded that the mass media exerted a significant influence on
what voters considered to be the major issues of the campaign.

References:
Key publications

Kleinnijenhuis, J. & Rietberg, E.M. (1995). Parties, media, the

public and the economy: Patterns of societal agenda-setting.
European journal of political research: official journal of the
European Consortium for Political Research, 28(1), 95-118

McCombs, M.E. & Shaw, D. (1972). The Agenda-Setting Function

of Mass Media. POQ, 36; 176-187.

McCombs, M.E. (1972). Mass Communication in Political

Campaigns: Information, Gratification and Persuasion. In: Kline, F.
& Tichenor, Ph.J. (Eds.) Current Perspectives in Mass
Communication Research. Beverly Hills, CA.: Sage.

McCombs, M.E. (1982). The Agenda-Setting Approach. In: Nimmo,

D. & Sanders, K. (Eds.) Handbook of Political Communication.
Beverly Hills, CA.: Sage.

McCombs, M.E., & Shaw, D.L. (1972). The Agenda-Setting

Function of Mass Media. Public Opinion Quarterly, 36 (Summer),
176-187.

McCombs, M.E., & Weaver, D. (1973). Voters Need for Orientation

and Use of Mass Communication. Presented at the annual
conference of the International Communication Association.
Montreal, Canada.
McCombs, M.E., & Weaver, D. (1985). Toward a Merger of
Gratifications and Agenda-Setting Research. In: Rosengren, K.E.,
Wenner, L.A. & Palmgreen, P. (Eds.) Media Gratifications Research:
Current Perspectives. Beverly Hills, CA.: Sage.

McCombs, M.E., & Shaw, D.L., & Weaver, D.L. (1997).

Communication and Democracy: Exploring the Intellectual
Frontiers in Agenda-Setting Theory. Mahwah, N.J. Lawrence
Erlbaum.

Rogers, E.M., & Dearing, J.W. (1988). Agenda-setting research:

Where has it been? Where is it going? In: Anderson, J.A. (Ed.).
Communication yearbook 11 (555-594). Newbury Park, CA: Sage.

Rogers, E.M., Hart, W. B., & Dearing, J.W. (1997). A paradigmatic

history of agenda-setting research. In Iyengar, S. & Reeves, R.
(Eds.) Do the media govern? Politicians, voters, and reporters in
America (225-236). Thousand Oak, CA: Sage.

Shaw, D. L. & McCombs, M. (1977). The Emergence of American

Political Issues: The Agenda-Setting Function of the Press. St. Paul:
West. The Agenda-Setting The Agenda-Setting Function
of the Mass Media:
Posted on March 9, 2010 by Gavin Davie

mass coma theory booksBy now most people who study mass
communication have heard of agenda setting theory. It was first
put forth by Maxwell McCombs and Donald Shaw in Public Opinion
Quarterly (you can download the full article here). They originally
suggested that the media sets the public agenda, in the sense
that they may not exactly tell you what to think, but they may tell
you what to think about. In their first article where they brought
this theory to light their abstract states:

In choosing and displaying news, editors, newsroom staff, and

broadcasters play an important part in shaping political reality.
Readers learn not only about a given issue, but also how much
importance to attach to that issue from the amount of information
in a news story and its position. In reflecting what candidates
saying during a campaign, the mass media may well determine
the important issuesthat is, the media may set the agendaof
the campaign.

McCombs and Shaw went on to write on agenda setting at great

length, the have produced many articles and research on the
various facets of the theory. Since their introduction of this theory
there has been a plethora of research regarding its uses, and their
now exists an extension of the theory called Second Level Agenda
Setting. Of all mass comm theories, this one is one of the most
beaten to death.

This theory is intended to apply to the news media, although in

certain cases it has been applied to other areas of the media and
messages which they transmit to audiences.