COMM 2500 Lecture Notes - Lecture 11: Content Analysis, Mass Media, Denis Mcquail
20 Jan 2017
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Agenda-setting basic idea: news agenda determines the public agenda, news media cues public"s focus, media don"t tell pubic what to think, but what to think about. Significance: agenda-setting = response/counter argument to limited effects thinking, limited effects = selective exposure, attention, retention, media are powerful - but power is not monopolized. Measurement: media agenda - position & length of story (sustained coverage, substantive stories and issues public agenda = public opinion (surveys) Agendasetting: content analysis of media messages, survey public opinion during 1976 u. s. presidential campaign & monitoring tv news and newspapers, correlational time analysis found public"s concerns trail media"s agenda. Laboratory experiment: three groups, three different newscasts for four days, questionnaires after every newscast, focus: national defence, inflation, environment, surveys found upward correlation between exposure to issues and concern about those issues. People with high need for orientation as determined by the perceived.
