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Contents

 1. About
    
    media texthack

 2. I. Part One: Reading Media Texts
    
    1.  1. Analysing Texts: Media and Theory
        
        mediatexthack
    
    2.  2. Communication & Culture
        
        mediatexthack
    
    3.  3. Intercultural Communication
        
        mediatexthack
    
    4.  4. Semiotics
        
        mediatexthack
    
    5.  5. Signs and Signifiers
        
        mediatexthack
    
    6.  6. Sign Systems
        
        mediatexthack
    
    7.  7. Semiotics and Communication Processes
        
        mediatexthack
    
    8.  8. Codes
        
        mediatexthack
    
    9.  9. Two-step flow of communication
        
        mwengenmeir
    
    10. 10. Gender and politics
    
    11. 11. Limitations of minimal effects model
        
        chenkhinwee
 3. II. Part Two: Culture and Contexts
    
    1.  12. Ideology
        
        mediatexthack
    
    2.  13. Discourse, Institutions, and Power
        
        mediatexthack
    
    3.  14. Institutions
        
        mediatexthack
    
    4.  15. Discourse and Institutions
        
        mediatexthack
    
    5.  16. Media and Democracy
        
        mwengenmeir
    
    6.  17. Habermas' Public Sphere
        
        mwengenmeir
    
    7.  18. Who is 'the Public'?
        
        mwengenmeir
    
    8.  19. Media Effects - introduction
        
        mediatexthack
    
    9.  20. The Hypodermic Needle
        
        mwengenmeir
    
    10. 21. Minimal effects models - the post WWII years
        
        chenkhinwee
    
    11. 22. Agenda Setting
        
        chenkhinwee
    
    12. 23. Uses and gratifications model
        
        chenkhinwee
    
    13. 24. Post-Cold War: strong effects model
        
        chenkhinwee
    
    14. 25. Framing
        
        mediatexthack
 4. III. Part Three: Production and Structures
    
    1.  26. Political Economies
        
        sytaffel
    
    2.  27. Political Economies of Mass Culture
        
        sytaffel
    
    3.  28. The Audience Commodity
        
        sytaffel
    
    4.  29. The Propaganda Model
        
        sytaffel
    
    5.  30. Political Economies of Digital media
        
        sytaffel
    
    6.  31. Commons and P2P Production
        
        sytaffel
    
    7.  32. Political Ecologies of Media
        
        sytaffel
    
    8.  33. Technologies
        
        sytaffel
    
    9.  34. Technology and Agency
        
        sytaffel
    
    10. 35. Technology and the Body
        
        sytaffel
    
    11. 36. Technology, Time, and Space
        
        sytaffel
    
    12. 37. Technology and Politics
        
        sytaffel
    
    13. 38. Globalisation and Convergence
        
        mediatexthack
    
    14. 39. Convergence
        
        mediatexthack
 5. IV. Part Four: Audiences & Identity
    
    1.  40. Audiences and Audience Research
        
        mediatexthack
    
    2.  41. Researching Audiences
        
        mediatexthack
    
    3.  42. Consumer Cultures
        
        mediatexthack
    
    4.  43. Consumerism and Subjectivity
        
        mediatexthack
    
    5.  44. Identity and Fan Cultures
        
        mediatexthack
    
    6.  45. Impressions Management
        
        mediatexthack
    
    7.  46. Looking-Glass Self
        
        mediatexthack
    
    8.  47. Dramaturgy
        
        mediatexthack
    
    9.  48. Fandom
        
        mediatexthack
    
    10. 49. Postcolonialism Race and Ethnicity
        
        mediatexthack
    
    11. 50. Gender
        
        mediatexthack
    
    12. 51. A History of Modern Political Economy
        
        sytaffel

 6. Glossary
    
    bernardmadill

 7. Versioning History


MEDIA STUDIES 101



Part Two: Culture and Contexts


22 AGENDA SETTING

chenkhinwee

The media can and does have a strong effect on what people think about. By
highlighting certain events repeatedly, they create a sense of urgency about
those issues even though this is not always an accurate reflection of reality.

Reality is what is actually happening in the world pertaining to the economy,
society, politics and science. The media selectively highlights certain events
and gives them prominence. The criteria for the selection depends very much on
the ideology of the media editors and their vested interests. By highlighting
certain events an uncritical audience will perceive and construct the mediated
reality as reality. One example is the royal wedding of Prince William to Kate
Middleton, which mesmerised the world, including parts of the world that have no
connection to the British monarchy. Discerning audiences may well ask why the
wedding of two people, who are in no way related to them, is important enough to
justify worldwide media attention, or indeed, how and why it might be relevant
to them?

The agenda setting theory was formally developed by McCombs and Shaw (1972) when
they studied the US Presidential Election of 1968. Their analysis of the news
and media coverage found a strong correlation to the opinions held by the voters
in Chapel Hill, North Carolina. Similar findings were found in the media study
surrounding the murder trial of OJ Simpson (Salwen & Driscoll, 1997) and the
attempted impeachment of US President Clinton (Yioutas & Segvic, 2003).

These videos explain the agenda setting theory in detail:



From calleno16 under Standard YouTube License



From CSIxxTwee under Standard YouTube License



From MEF via emjay23 under CC License


DISCUSSION

 1. Obviously journalists cannot include everything that happens in the world on
    any given day in their Newspaper TV or internet news program.
 2. Investigate a cross section of media sources on a given day –  compare how
    and why the different sources choose, and then mediate, the events for their
    expected audience.
 3. Then consider the question, are they accurately representing the importance
    of the issues of the day?


REFERENCES

McCombs, M.E and Shaw, D.L. (1972) The agenda-setting function of mass media.
Public Opinion Quarterly,36 (2).

Salwen, M. B., & Driscoll, P. D. (1997). Consequences of third‐person perception
in support of press restrictions in the OJ Simpson trial. Journal of
communication, 47(2), 60-78.

Yioutas, J., & Segvic, I. (2003). Revisiting the Clinton/Lewinsky scandal: The
convergence of agenda setting and framing. Journalism & Mass Communication
Quarterly, 80(3), 567-582.

Previous: Minimal effects models – the post WWII years
Next: Uses and gratifications model
Back to top


LICENSE



Media Studies 101 by chenkhinwee is licensed under a Creative Commons
Attribution 4.0 International License, except where otherwise noted.




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