‘Agenda-setting’ refers to the way in which certain issues receive at least some attention within government while others do not’. Who or what sets the agenda?

p Agenda setting : What are the issues that grab attention ?Introduction

In this era of mass media and its incredible reach , the importance of the manner in which issues capture public imagination becomes critical for any understanding of political processes and outcomes . Agenda setting has been studied in detail ever since Walter Lippmann in the year 1922 delved into the issue of how much the news media was beginning to affect public perceptions . This was the age when newss were beginning to expand their reach and had become effective tolls of delivering

social and political messages to larger constituencies . Cohen (1963 ) makes a further point when he argues that the media can effectively highlight issues that the reader and the viewer start thinking about . The more effectively media highlights issues and gives them prominence the more mid space these issues are prone to command

In the Australian context , Beder (2002 ) explains how environment started occupying space in the policy arena when the public was educated on how corporate decisions were impacting the environment negatively . The economic reform agenda in Australia has started liberalizing most industrial policy . This was based on providing free market conditions where each entity would operate freely and the economic considerations would outweigh environmental concerns . Laws were therefore made that would allow corporate decision making to focus on maximizing profits and therefore allow for increased pollution levels . However , this was offset by a large media campaign that highlighted the abuses of the market forces and the costs being borne by the taxpayer . This enabled a political constituency to develop that could them push for large-scale environmental legislation that now places the burden of pollution on the pollutant . As a result of such clear agenda setting by Australian media the amount of land under forests started increasing and the moneys being spent on environment protection by private business and state agencies has steadily gone up

Defining Agenda Setting

Howlett and Ramesh (2003 :13 ) define Agenda setting as the process by which problems come to the attention of governments ' The authors have developed a five-stage policy model which categorizes activities undertaken by committees . This classification is based on their role in the policy cycle . The five stages include

Agenda setting or the recognition of the problem

Policy formulation or the solution proposal

Decision-making or the choice of a solution

Policy implementation or putting the solution into effect

Policy evaluation or monitoring results

Within the entire purview of agenda setting , in different instances different players and institutions have varying levels of importance Institutions could include different organizations and structures of society and state . Howlett and Ramesh (2003 : 53 ) further point out that Individuals , groups , classes , and states participating in the policy process no doubt have their own interests , but the manner in which they interpret and pursue their own interests , and the outcomes of their efforts , are shaped by institutional factors ' A distinction therefore needs to be made based on whether the interests are material or knowledge-based . Policy processes and agenda...