Media And Politics: Agenda Setting And Framing Essay

871 Words4 Pages
How has media influenced public perception of political figures, issues, and institutions? Through agenda setting and framing, media has the power to set the agenda for political discussion by providing public attention to political figures, issues, and institutions. In addition, the media can frame political agendas by influencing public perception and interpretation. (Ginsberg, Lowi & Weir, 1999)
Agenda Setting and Framing
Political Figures and Candidates
In campaigning, media coverage plays a large role for candidates. They use the media to make their name heard and image seen. “Nearly everything a candidate does is geared toward the media, especially television” (Stuckey, 1999, p. 99) Candidates make appearances on talk shows,
…show more content…
Political issues
The media provides the public political issues, which sets the agenda for political discussion. In theory the media tries to attune themselves to the interest of the public, but “in most instances the media severs as conduits for agenda-setting efforts by competing groups and forces” (Ginsberg, Lowi & Weir, 1999, p. 298). To gain public support, groups and forces need media coverage to promote their ideas. However, the media has great control over which issues they televise. The issues must have media appeal or be considered newsworthy.
The media also influences how the public perceives issues. The placement of political issues during news coverage influences the importance of political issues on society. The ranking of media issues and society’s ranking suggest that the media influence the public (Weaver, 1996). The importance of an issue may rests on its time slot, sequence in the news story, or in the advertisement for the news.
Another way media frames political issues is inserting media’s own position on the issue. The media’s position tends to be more liberal and promotes more democratic policies and issues. This bias coverage stems from a long growing relationship between the media and liberal forces (Ginsberg, Lowi & Weir, 1999). However, any bias can distort new coverage and influence audiences in that direction.
Political Events and Campaigns
The media brings public
Get Access