- agenda setting theory
- agenda-setting theory
Een visie op massacommunicatiemiddelen, zoals kranten, televisie, etc., die stelt dat de media bepalen waarover wij praten.
Bron: Kennisconsult
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.
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source: University of Twente
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