Definitions for agenda-setting theory
agen·da-set·ting the·o·ry

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1. Agenda-setting theory

   Agenda-setting theory describes the "ability (of the news media) to influence the importance placed on the topics of the public agenda". Agenda setting is a social science theory; it also attempts to make predictions. The theory also suggests that media has a great influence to their audience by instilling what they should think instead of what they think. That is, if a news item is covered frequently and prominently, the audience will regard the issue as more important. Agenda-setting theory was formally developed by Max McCombs and Donald Shaw in a study on the 1968 American presidential election. Agenda-setting is the creation of public awareness and concern of salient issues by the news media. As well, agenda-setting describes the way that media attempts to influence viewers, and establish a hierarchy of news prevalence. Two basic assumptions underlie most researches on agenda-setting: the press and the media do not reflect reality; they filter and shape it; media concentration on a few issues and subjects leads the public to perceive those issues as more important than other issues.These core statements were established by measuring the changes in salience through the use of surveys with the presence of more frequent news coverage.One of the most critical aspects in the concept of an agenda-setting role of mass communication is the time frame for this phenomenon. In addition, different media have different agenda-setting potential. From the perspective of agenda setting, the analysis of the relationship between traditional media and new virtual spaces has witnessed growing momentum.In the 1968 "Chapel Hill study", McCombs and Shaw demonstrated a strong correlation coefficient (r > .9) between what 100 residents of Chapel Hill, North Carolina thought was the most important election issue and what the local and national news media reported was the most important issue. By comparing the salience of issues in news content with the public's perceptions of the most important election issue, McCombs and Shaw were able to determine the degree to which the media determines public opinion. Since the 1968 study, published in a 1972 edition of Public Opinion Quarterly, more than 400 studies have been published on the agenda-setting function of the mass media, and the theory continues to be regarded as relevant. Studies have shown that what the media decides to expose in certain countries correlates with their views on things such as politics, economy and culture. Countries that tend to have more political power are more likely to receive media exposure. Financial resources, technologies, foreign trade and money spent on the military can be some of the main factors that explain coverage inequality.Agenda-setting can be traced to the first chapter of Walter Lippmann's 1922 book, Public Opinion. In that chapter, "The World Outside And The Pictures In Our Heads", Lippmann argues that the mass media are the principal connection between events in the world and the images in the minds of the public. Without using the term "agenda-setting", Walter Lippmann was writing about what we today would call "agenda-setting". Following Lippmann, in 1963, Bernard Cohen observed that the press "may not be successful much of the time in telling people what to think, but it is stunningly successful in telling its readers what to think about. The world will look different to different people," Cohen continues, "depending on the map that is drawn for them by writers, editors, and publishers of the paper they read." As early as the 1960s, Cohen had expressed the idea that later led to formalization of agenda-setting theory by McCombs and Shaw. The stories with the strongest agenda setting influence tend to be those that involve conflict, terrorism, crime and drug issues within the United States. Those that don't include or involve the United State and politics associate negatively with public opinion. In turn, there is less concern. Although Maxwell McCombs already had some interest in the field, he was exposed to Cohen's work while serving as a faculty member at UCLA, and it was Cohen's work that heavily influenced him, and later Donald Shaw. The concept of agenda setting was launched by McCombs and Shaw during the 1968 presidential election in Chapel Hill, North Carolina. They examined Lippmann's idea of construction of the pictures in our heads by comparing the issues on the media agenda with key issues on the undecided voters' agenda. They found evidence of agenda setting by identifying that salience of the news agenda is highly correlated to that of the voters' agenda. McCombs and Shaw were the first to provide the field of communication with empirical evidence that demonstrated the power of mass media and its influence on the public agenda. The empirical evidence also earned this theory its credibility amongst other social scientific theories.A relatively unknown scholar named G. Ray Funkhouser performed a study highly similar to

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Numerology

1. Chaldean Numerology

   The numerical value of agenda-setting theory in Chaldean Numerology is: 5

2. Pythagorean Numerology

   The numerical value of agenda-setting theory in Pythagorean Numerology is: 1

References

1. ^ Wikipedia
   https://en.wikipedia.org/wiki/Agenda-Setting_Theory