JOURN 201 Lecture Notes - Lecture 5: Public Agenda, Content Analysis
2 Oct 2016
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Main points: reality vs. media reality, original agenda setting study, experimental evidence of agenda setting, agenda building, challenges to agenda setting in new media environment. Tells people what is important, rather than changing opinions/position. Study had people rank issues of importance in 1968 election, while also doing a content analysis of news (agenda) If an issue ranked high in media, it ranked high in public opinion (agenda), they were almost identical. Conclusion transfer of salience that sets the agenda. Priorities of people more correlated to media agenda and not the candidate"s agenda. Researchers manipulated version of newscasts presented to different groups of viewers. Reality does not have more issues on a certain topic, but after more showing of that topic, it suddenly becomes more concerning to public disapproving alternatives. Exception issues we experience first hand, media impact is smaller vs issues simply mediated (inflation vs defense)
