The Agenda Setting Function of the Mass Media

Introduction In 1922, Walter Lippmann advocated the first idea of ​​agenda setup in his book "Public Public Opinion," Bernard Cohen (1963) said. But they talk to us that thinking is a wonderful success. "These concepts assume that due to limited human capabilities and natural curiosity most people rely on media organizations to access information outside the home, community, and workplace I will. Therefore, media organizations like what type of information quality is the most important information, rather than being able to convey information emphasized by media widely and generally.

Also known as the mass media agenda setting function, it was first suggested by Maxwell McCombs and Donald Show in the public opinion quarter of 1972 (you can download all the articles here). They initially suggested setting up a public agenda because the media may not tell you exactly what to think, but they may tell you what to think . In their first article they used this theory to clarify their abstract state: when editors, news editors, and broadcasters choose to present news and political reality It plays an important role in shaping. In addition to having to understand specific problems, readers need to understand the importance of solving problems by the amount of information in the news report and its location. When the candidate reflects what he said during the campaign, the mass media is likely to identify key issues - that is, the media may set "already" for campaigns.

No one doubted that the theory of agenda setting was questioned and questioned by social media. Consequently, the inverse agenda setting and intermedia agenda setting may exceed the agenda setting function of the mass media. Francis Fukuyama, an American scholar and author of 'The Last Terminator and History' tells the story of the revolution caused by the Internet and how it symbolizes the end of human technology era It is. He rarely knows that the Internet revolution is still being solved by the emergence of a clear second generation architecture in social media. Therefore, in this survey, users of Nigeria developed various social media platforms such as Facebook, Twitter, Instagram, WhatsApp, YouTube, etc. to create a conventional media agenda and finally set up a general agenda I studied. ID: 264 Conference: Digitization and News Practice

McCombs and Shaw focus on the two elements of consciousness and information. In investigating the agenda setting function of the mass media in the presidential election campaign in 1968, they evaluated the relationship between the important issues spoken by local voters and the actual contents of media information used during the event I tried. McCombs and Shaw concluded that the mass media had a major impact on the consideration of voters as the main problem of sports.