COMM 102 Lecture Notes - Lecture 15: News Values, Eyal, Walter Lippmann

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A type of communication effect showing a strong link between importance placed on issues by news media and importance of issues to public. News media sets public agenda but causal direction between news media and public is difficult to establish. Public opinion measured before and after media coverage of issues. Election campaigns suitable for study and popular among researchers. News professionals set agenda for news consumers by gauging its importance to readers and viewers. Time and space restraints restrict info flow. Press coverage of certain issue attributes influences voters. Viewpoints, sources used, and word choices invite people to think about an issue in a particular way. Argues we have to live in a: News is merely a reflection of reality and therefore can be distorted. People cannot keep up with everything going on in the world, it is too complicated to figure out on our own.

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