Agenda Setting

Running Head : Agenda-Setting

Conflicting Agendas : Examining media influence and agenda-setting theory (Name (Professor (University

Introduction

The merits and recognition of agenda setting theory can be attributed to the fact that such model provided new meanings and understanding regarding the effects and most importantly , the influence of various media channels toward its respective viewers . Generally speaking , this particular framework offers a broad explanation regarding how media products , to be more specific , the news , act as primary producers and shapers of meanings and symbols . As a result , these predetermined values and orientations

are readily imposed into the public . Agenda-setting theory underscores the idea that the viewers do not simply establish opinions and belief systems on their own . Rather , media systems function as the invisible mechanisms that construct the public 's reality perception . Thus , this particular framework is also taking into account mass media 's manipulative and to a certain extent - controlling effect

A critical examination of agenda-setting theory presents that such perspective goes beyond the propaganda purposes of various media channels . If one has to take a closer look on the terms agendas ' and propaganda ' it can be seen that the two are highly different from each other . Whereas propaganda is mainly concerned on proliferating or spreading information to support a certain kind of aim and advocacy establishing an agenda showcases a highly organized and systematic plan in which certain activities or movements should be carried out or exercised . Therefore , in the media 's context , there is an overt difference when media...