Agenda Setting

            

The Agenda Setting theory, also known as the The Agenda Setting Function of the Mass Media, was a theory coined by Maxwell McCombs and Donald Shaw in 1972. According to the two doctors, the news play an integral part in the shaping of political realities. When the media reflect on the views of a candidate during a campaign, they are also shaping and determining the issues of importance. The theory describes that the media is very influential, for it tells people important issues. The two investigated the theory through the 1968, 1972 and 1978 elections; and after thorough investigations, they focused on two elements: awareness and information. They tried to assess the relationship between what voters in one community said were important issues versus the actual content of the media messages used during the campaign. This theory is intended to apply to the news media, although in certain cases it has been applied to other areas of the media and messages which they transmit to audiences. Media coverage not only directs what people think, but also shapes how people think.

            One perfect example of agenda setting is one of the candidates in the US Presidential Elections right now, named Donald Trump. Right now, the media is very focused on the upcoming primary elections.  CNN and ABC’s headlines are all about the democratic debate, and it is seen that the news channels focus more on the republicans, rather than the democrats. The media is telling to the viewers, readers, and voters that the primary election is the most important thing happening in the world. In this case, voters are actually learning quite a bit about politicians; however, there still isn't much in the way of actual substance on the issues.  Stories are focused on who "won" the Democratic debate and whether or not Donald Trump is "the best" or not.  While these stories certainly introduce voters to the candidates, voters still don't get much substance that will help them in deciding who to vote for, based on policies or issues.

            Another example would be Kim Kardashian’s rise to fame. The lives of celebrities are monitored and broadcasted to the public.  With the creation of the Kardashian’s “reality” shows, along with the strong media presence of every Kardashian sibling in tabloid magazines and product lines, the media is telling us what to think about. Kim Kardashian, along with her sisters and brothers, has been said to have no talent all. All thanks to Kim’s sex tape with a semi-famous rapper, the Armenian, talent-less woman has made her way to Hollywood.  From then on, the tabloids fallowed her constantly and pictures of her were on every magazine. Soon, they had created a business empire and numerous products that hold the Kardashian name. This emphasized media is creating more interest among weak viewers, who allow the media to shape what they think about. Sad.

            And lastly, the media coverage of the video the class just watched, regarding the scandal of former United States President Bill Clinton and his affair with his secretary, Monica Lewinsky. According to Ivana Segvic, “The "sex scandal/adultery" attribute was used most often, was of low relevance, and we speculate that because of its high use in the beginning, persisted in people's minds, influencing the way they viewed continuing coverage of the scandal.” . Finally, ramifications of Clinton/Lewinsky coverage on the 2000 presidential election are discussed. According to Segvic, the 2000 presidential election was a sensational story that captured the attention of the world. It was remembered as one of the closest, most suspenseful, and unpredictable elections in U.S. history. In light of the poll results demonstrating the importance of a presidential candidate's morality and character, one wonders about the public's disinterest in and dissatisfaction with the overwhelming earlier media coverage of the relationship between President Bill Clinton and Monica Lewinsky, and the Gore campaign decision to distance itself from Clinton.