Agenda Setting Theory And Social Media 's Influence

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Agenda Setting Theory & Social Media’s Influence Alicia Murray Kennesaw State University Abstract The creators of the agenda setting theory, Dr. Maxwell McCombs and Donald Shaw, say that Watergate is the most faultless example of how the agenda setting theory can heavily influence the mass media. The Watergate issue caught fire after months on the front page of The Washington Post because McCombs and Shaw believe that the “mass media have the ability to transfer the salience of items on their news agenda to the public agenda.” They aren’t suggesting that broadcast and print personnel make a deliberate attempt to influence listener, viewer or reader opinion on the issues. Agenda setting is one of the fundamental mass media functions. Through exercising this function, mass media are forced to simultaneously satisfy certain material and value requirements. From the definition of mass media, it is clear that the media are predominantly materially oriented, while the society expects from them responsibility and contributing to the community. (Lozovina, 2013, p. 30) Literature Review The Application of Social Network Analysis in Agenda Setting Research This article goes into detail about how social media is applied in agenda setting research. It states that the approach of social network analysis makes it possible for researchers to map out the relationships between objects and traits in the media agenda and the public agenda. Social media is used as a
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