A discussion of agenda-setting theory & practical application of AST to Public Relations
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document in English
marketing
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published 04/11/2008
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Summary
The agenda-setting theory (AST) alludes to the ability of the mass media to transfer the salience of items on their news agendas to the public agenda. AST is a dynamic and complicated phenomenon that was first hypothesized and measured by Maxwell McCombs and Donald Shaw during the 1968 presidential election. But, the formation of the theory is built upon the history of the correlation between the media and public ordering of priorities and the mass communications theories that preceded it. In order to fully understand AST, the intellectual journey that was partaken by McCombs and Shaw (along with extensions and criticisms of the theory), it is necessary to recognize what came before AST. To quote Aristotle, “if you would understand anything, observe its beginning and its development.”
Table of Contents
- Introduction.
- The agenda-setting theory (AST).
- The media influencing the public's awareness of events.
- Richard K. Fox - editor of the National Police Gazette.
- The publication of 'Public Opinion.'
- Motion pictures and unacceptable behavior.
- The strong effects model (SEM).
- The limited effects model (LEM).
- The work of McCombs and Shaw.
- Study by Hugel (1989) - four conditions that affect the success of media agenda-setting.
- Need for orientation.
- Interpersonal communication.
- Real-world cues.
- Issue sensitivity and quality.
- The agenda-setting theory.
- Conclusion.
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