MEDIA TEN RW Strategic Media Intelligence 三@□NEWS Mass Media Effects and Uses "To find something comparable,you have to go back 500 years to the printing press,the birth of mass media Technology is shifting power away from the editors,the publishers,the establishment,the media elite.Now it's the people who are taking controRupert Murdoch,qod in Wired,July 2006 Agenda setting 主讲教师：王积龙
Mass Media Effects and Uses Agenda setting 主讲教师：王积龙
COULD YOU HURRY AND FINP A CURE FOR CANCER? THAT WOUL BE SD MUCH EASIER THAN PREVENTION Agenda setting theory theory that the mass-news media have a large influence on audiences by their choice of what stories to consider newsworthy and how much prominence and space to give them. Agenda-setting theory's central axiom is salience transfer,or the ability of the mass media to transfer importance of items on their mass agendas to the public agendas. MEDIA TEN RW Strategic Media Intelligence E自回NEWS
Agenda setting theory The Agenda-setting theory is the theory that the mass-news media have a large influence on audiences by their choice of what stories to consider newsworthy and how much prominence and space to give them. Agenda-setting theory’s central axiom is salience transfer, or the ability of the mass media to transfer importance of items on their mass agendas to the public agendas
Agenda Setting It may not be successful much of the time in telling people what to think,but it is stunningly successful in telling its readers what to think
Agenda Setting It may not be successful much of the time in telling people what to think, but it is stunningly successful in telling its readers what to think
Drug Problem(1985-1989)in the USA. 60 566056050 Data from CBS/New York Times Polls 2e-18501 8091-88600mn %1-6861 AJenuer 15 9481-7953576m 10 19668-2961/9 5 g:0-796106nun 1985 1986 1987 1988 1989 Year 1990 Figure I1.I Percentage of respondents who said drugs are the most important problem facing the country today.Source:From J.Bare,"The War on Drugs:A Case Study in Opinion Formation,"The Public Perspective,November/December,1990,p.31.The Public Perspective,a publication of the Roper Center for Public Opinion Research,University of Connecticut,Storrs.Reprinted by permission
Drug Problem(1985-1989)in the USA
Drug Problem(1985-1989)Washington post. 600 500 475 450 425 400 21 375 Drug war stories 350 seuoIS JeM 6nua o JaqwnN 325 225 200 175 150 125 100 25 0 1988 1989 1990 1983 1984 1985 1986 1987 Year Figure 11.2 Drug war stories in the Washington Post.Source:From J.Bare,"The War on Drugs:A Case Study in Opinion Formation,"The Public Perspective,November/December,1990, p.31.The Public Perspective,a publication of the Roper Center for Public Opinion Research. University of Connecticut,Storrs.Reprinted by permission
Drug Problem(1985-1989)Washington post
Drug Problem(1985-1989)in the USA. 50 229 Data from CBS/New York Tmes Polls 40- 450 425 29 400 -◇Drug war stories 25 EE- 275 25 -986I isnbnv Ob 10 5 2 0 中 1986 25 1987 1988 1989 Year 1990 1983 1984198519861987198819891990 Figure 1.Percentage of respondents who said drugs are the most imporant Year problem facing theoy today.oureFrom Bare,"The War Drugs:A Case Study in pno FoaionThe Public Pesive November/December9.The Pubi Figure 1.2 Drug war stories in the Washington Post Source From Bare."The War on Perspectivea publicationfthe Roper CenterforPublicpn Research,Universiy of Drugs:A Case Study in Opinion Formation,"The Public Perspective,November/December,1990. oneticr.Reprined by permission. 31.The PubliPerppublicon f te Roper Center for PublicOpin Research University of Connecticut,Storrs.Reprinted by permission
Drug Problem(1985-1989)in the USA
The Chapel Hill Study 1968 presidential campaign,Carolina McCombs Shaw in 1972 studied the undecided voters in Chapel Hill. The findings supported an agenda-setting effect.The correlation between emphasis in the media on an issue and voter perception of that issue as important was.967.For minor items,the correlation was.979.As authors point out,these data suggest a very strong relationship between the emphasis placed on different campaign issues by the media and the judgments of voters as to the salience and importance of various campaign topics
The Chapel Hill Study 1968 presidential campaign, Carolina McCombs & Shaw in 1972 studied the undecided voters in Chapel Hill. The findings supported an agenda-setting effect. The correlation between emphasis in the media on an issue and voter perception of that issue as important was .967. For minor items, the correlation was .979. As authors point out, these data suggest a very strong relationship between the emphasis placed on different campaign issues by the media and the judgments of voters as to the salience and importance of various campaign topics
1000 ACCIDENTAL DRUG 500 DEATHS,AGES 15-24 Source:Vital Statistics The Chapel Hill Study 1970 I975 Marijuana 40 DRUG USE AMONG COLLEGE STUDENTS The Agenda- LSD (ever trled) setting theory Source:Gallup Poll The War on Drugs ,1965 1970 1975 Marljuana McCombs Shaw LSD 40 Heroin 1972 ENTRIES Source Readers'Guide 1965 1970 1975 20 DRUGS SEEN AS MOST IMPORTANT 10 NATIONAL PROBLEM Source:Gallup Poll MEDIATEN RW 1965 1970 1975 Strategic Media Intelligence Abb.81:Kontroll-vs.Spiegelungsfunktion (Beniger 1978:445)
The Agendasetting theory The War on Drugs McCombs & Shaw 1972 The Chapel Hill Study
Agenda Setting in Media online HOME PAGE MY TIMES TODAY'S PAPER VIDEO MOST POPULAR TIMES TOPICS Try ElectronicEdition Login Register Now Che New Hork Cimes Sunday,December 14,2008 Last Update:1:27 AM ET THE WATCH AVENUE Try Our Personalize Your Weather Search EXTRA Home Page REAL ESTATE Report TIMES EXTRA SPONSORED BY AUTOS ALL CLASSIFIEDS Spotlights Iraq www.shell.com/us/realenergy WORLD Rebuilding U.S. Blunders OPINION POLITICS By JAMES GLANZ and T. N.Y./REGION CHRISTIAN MILLER Frank Rich:Two Cheers Friedman:Tough Choices BUSINESS An unpublished federal for Rod Blagojevich 甲Comments(2o7) The Illinois governor is a TECHNOLOGY history of the U.S.-led Editorial:Hollow Reserves timely whipping boy for an SPORTS reconstruction of Iraq Editorial:Kave's Example depicts the effort as crippled era of corruption and lack of SCIENCE Editorial:Malaria Vaccine HEALTH by poor planning,waste accountability. OPINION and deception,leadingtoa Public Editor:Terrorism 甲Comments ARTS Sioo billion failure. Books K Document:Hard Lessons: Ed Alcook for The New YorTm国 TRAVEL BUSINESS Movies The Irag Reconstruction The Heist at Harry's:Inspector Clouseau? Music Experience' Utopia by the Sea The Man Who Is By DOREEN CARVAJAL Television Troops to Stay Longer in rag as The Sea Unwinding Lehman The thieves behind the spectacular heist earlier this Theater Support,U.S.Says Ranch homes Harvey R.Miller,a lion of month of a Harry Winston jewelry store in Paris,above, STYLE in California the bankruptcy bar,has THE RECKONING Dining Wine have been nicknamed the Pink Panthers,after the movie. A Champion of Wall are known for been consumed by the
Agenda Setting in Media
Agenda Setting in Media online journalism HOME U.S.POLIICS WORLD BUSINESS TECH HEALTH SCIENCE ENTERTAINMENT PHOTOS PEOPLE BEST WORST LISTS MAGAZINE TRAVEL Inside Top 1o Heisman Pictures of the Ask Your ® Time.com Trophy Winners Week Questions:UN DISCOVER MO月EA Secretary General ROLEX.COM Ban Ki-moon Subscribe to ARTNERSHIP WITH TIME Magazine for just S1.99 TIME 凸NEWSLETTERS PODCASTS 司ADD TIME NEWS Saturday,December 13,2008 号tx SEARCH TIME.COM p Latest Headlines UPDATED:9:05PM ET Oregon Bank Blast Kills2 Must-Reads .US Troops to Stay in Iraq After June Deadline CURIOUS CAPITALIST .Pakistan Claims India Violated Airspace Don't Say the D Word Widows of War Veterans Wrongly Denied Help BY JUSTIN FOX Judge Sentences Courthouse Shooter to Life 。 Storm Leaves 1.2 Million in Northeast Powerless POLITICS Obama Names New Yorker to Head HUD Franken vs.Coleman:Still .Kasparov Starts Russian Anti-Kremlin Counting in Minnesota ECOTT J FERRELL/CONGRESSIONAL QUARTERLY Movement BY JOEL STEIN /MINNEAPOLIS GETTY.GERALD HERBERT /AP CNN:India Captures 23 Suspected Pirates Could Blago Cause .Shoot Vegas Like a Pro WORLD The Perils of Pakistan's Militant Crackdown Trouble for Daley? BY ARYN BAKER/ISLAMABAD By ERIC FERKENHOFF/CHICAGO .Govemor Gone Wild:The Blagojevich Scandal MOVIES Guerrilla in the Mist: .Jesse Jackson Jr.:The Trouble with Being Candidate 5 Soderbergh's Che BY RICHARD CORLISS
Agenda Setting in Media
