Tenth Lecture - Agenda Setting

In this lecture we learnt that agenda setting is a theory, but like all good, solid theories is all a bit obvious really.

What is Agenda Setting?
The four agendas;

1. PUBLIC AGENDA - the set of topics that members of the public perceive as important
2. POLICY AGENDA - issues that decision makers think are salient (ie. legislators)
3. CORPORATE AGENDA - issues that big business and corporations consider important
4. MEDIA AGENDA - issues discussed in the media 

Two main types of Agenda Setting Theory
First Level Agenda Setting Theory: This is for the most part studied by researchers and emphasis's the major issues and 'the transfer of the salience of those issues.' At this level the media suggest what the public should focus on through coverage.

Second Level Agenda Setting Theory: This is essentially, how the media focuses on the attributes of the issues. The media suggests how people should think about an issue.

The Agenda Setting Family

1. Media Gatekeeping
2. Media Advocacy
3. Agenda Cutting
4. Agenda Surfing
5. The diffusion of News
6. Portrayal of an Issue
7. Media Dependence