The theory of agenda setting through the media
Session
Journalism, Media and Communication
Description
Media it’s a best reflection of situation in one society. The greatest influence of the media on society comes through the creation of opinion. The way of building the future of a society is always determined by the general public. Throughout history we have had numerous occasions when the media strongly influenced the creation of social and political opinions which were then decisive in making decisions to change or not change the situation. The agenda setting theory describes the "ability" (of the news media) to influence the creation of opinion on important public topics. Agenda Setting is a theory that also tries to make predictions of upcoming events. Agenda Setting also suggests that the media has a huge impact on their audience by promoting what they should think instead of what they actually think. If a news item is covered frequently and prominently, the audience will consider the issue more relevant.
Keywords:
Media, creating public opinion, agenda setting, influence, impact
Session Chair
Ferid Selimi
Session Co-Chair
Mimoza Hasani
Proceedings Editor
Edmond Hajrizi
ISBN
978-9951-550-19-2
Location
Pristina, Kosovo
Start Date
26-10-2019 1:30 PM
End Date
26-10-2019 3:00 PM
DOI
10.33107/ubt-ic.2019.134
Recommended Citation
Sfarca, Xhevdet, "The theory of agenda setting through the media" (2019). UBT International Conference. 134.
https://knowledgecenter.ubt-uni.net/conference/2019/events/134
The theory of agenda setting through the media
Pristina, Kosovo
Media it’s a best reflection of situation in one society. The greatest influence of the media on society comes through the creation of opinion. The way of building the future of a society is always determined by the general public. Throughout history we have had numerous occasions when the media strongly influenced the creation of social and political opinions which were then decisive in making decisions to change or not change the situation. The agenda setting theory describes the "ability" (of the news media) to influence the creation of opinion on important public topics. Agenda Setting is a theory that also tries to make predictions of upcoming events. Agenda Setting also suggests that the media has a huge impact on their audience by promoting what they should think instead of what they actually think. If a news item is covered frequently and prominently, the audience will consider the issue more relevant.