Agenda Setting


The theory behind agenda-setting suggests that the media determines what issues the public should think about and when they should think about them. Originally thought of in 1968, it is believed that when a news item is covered on a more frequent basis, the audience will see the issue as being more important to them. This happens due to the news item being more readily available in the audience's memories. Whatever is more commonly covered by the media is looked upon as being the most important thing at that time.

In the future, agenda-setting is infinitely more difficult to pull off. With the rising popularity of the Internet, the public receives their news on their own basis. They are able to form their own opinions and decisions of situations without it being molded to one way or another. Since agenda-setting was so limited to certain topics before, it is now becoming a thing of the past.


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