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13 Cards in this Set
- Front
- Back
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Agenda-setting hypothesis |
– mass media have ability to transfer the salience of issues on their news agenda to the public agenda -Do not make deliberate attempt to influence listener, viewer, or reader opinion -Look to news professionals for cues on where to focus attention |
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Media agenda |
– pattern of news coverage across major print and broadcast media, as measured by prominence and length of stories |
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Public agenda |
– most important public issues as measured by public opinion surveys |
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McCombs and Shaw’s findings were impressive, but equivocal |
True test of agenda-setting hypothesis must show that public priorities lag behind the media agenda |
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Yale researchers established cause-and-effect chain of influence from media agenda to public agenda |
-Viewers who saw media agendas that focused on pollution and defense elevated those issues on their own lists of concerns -Confirmed cause-and-effect relationship between media agenda and public agenda |
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McCombs and Shaw understood that “people are not automatons waiting to be programmed by the news media” |
-People willing to let media shape thinking when a high need for orientation exists -Index of curiosity– measure of extent that individuals' need for orientation motivates them to let the media shape their views |
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Framing |
– selection of a restricted number of thematically related attributes for inclusion on the media agenda when a particular object or issue is discussed |
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Traditional View |
-News editors -Political candidates -Public relations professionals working for government agencies, corporations and interest groups |
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Interest aggregations |
Clusters of people who demand center stage for their one, overriding concern, pressure groups. |
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Contemporary view |
– anyone who knows how to use social media |
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Agenda setting |
media telling us WHATissues to think about (salience) |
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Framing |
media telling us HOW to think about them (interpretation) |
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Critique |
-Definition of framing doesn’t include the emotional connotation of key terms used in ongoing public debate of issues -Popularity of framing as an interpretive construct in media studies resulted in diverse and ambiguous meanings -Thus, a narrow view of framing would be advantageous when testing theory |
