Week 6 - Agenda setting and Framing

What is Agenda?
According to Dearing & Rogers (1996) “an agenda is a set of issues that are communicated in hierarchy of importance at a point in time." (p.2)

The agenda setting theory is how media specifically the journalist or the press has the power to influence people view on which news information that is considered to be important.

“Not what to think, but what to think about”

This phrase shows how agenda setting theory can simply be understood.

As cited by Griffin (March 7, 2011), McCombs and Shaw believe that the news media has “the ability to transfer the salience of items on their news agenda to the public agenda”. (p.378)

This theory explains how media influence our lives and it makes us think what they want us to think. However, it depends on each individuals as, individuals have the right to choose whether to believe on what media want us to do or not to do.

The process of framing gives the journalist the ability to make certain content with a specific perspective to our view. According to Entman (1993) “to frame is to select some aspects of a perceived reality and make them more salient in a communicating text, in such a way as to promote particular problem definition, causal interpretation, moral evaluation, and/or treatment recommendation for the item described.” (Weaver, 2007, p.143).

How agenda-setting and framing can be applied? The text below will show how the theories can be applied:

The Minister of Health of a country "X" is very concerned that the older citizens are spitting and urinating in public places and the younger generation believes that to be a cultural norm. This will adversely affect the image and economy of the country as foreign companies will be less willing to invest in a country that cannot manage public deviance that fosters an unhealthy environment. The government believes that public education must start immediately.

At the same time, a public survey was recently conducted by an independent body and the predominant public concern is the lack of primary schools for younger children who are working and running amok in the streets, which is causing a rise in criminal activities. The public believes that public education must begin with the development of schools so that a higher educated population will curb the acts of social deviance. In the long run, these changes will attract investors and help the economy.

Solving the problems

Two priorities of this national agenda. The First level agenda is on Government and the second level agenda is on Public.

Frame amplification - The government should focus more on public deviant behaviors such as spitting and urination as a national health and its impact on the economic inveestment. This also creates a bad image of country 'X' to the foreign investors. On the Public side, this focus on the children's education of the county "X". The rise in criminal activity due to high inadequacy level.

Frame extension – On Government agenda, the argument will focus on increasing control of environmental pollution by the public well-being and lifestyle. On the public agenda, the argument should focus on intelligent working force and to a more robust economy by linking children's welfare and education.

Frame bridging – Foreign companies will invest in the nation if public urination and spitting has been settled by the government actions. The investment will help the nation to gain money and; which the money can be pump-up into education and health sectors. Lower crime rate is expected by developing more school for the children off the streets. This can increase investor's confidence in the country "X" and, in the long run, boost the economic and public welfare of the nation. At the same time children will have the same opportunity in education and in turn will teach the elder citizens about health and environment.

In conclusion, Dearing and Rogers in 1996 disclosed their idea of agenda being a group of issues acknowledged by sequence of importance at a point of time. In media environment, agenda is where the journalist has predominance to society's view upon which news information is considered important. Meanwhile McCombs and Shaw believed that the media dominates“the ability to transfer the salience of items on their news agenda to the public agenda”. Framing process comes into picture where journalists have the ability to make certain content with a specific perspective to the society's view.






References:

Dearing, J. W. & Rogers, E. V. (1996). Communication Cocepts 6: Agenda Setting. Thousand Oaks, CA: SAGE Publications

Griffin, Emory A (March 7, 2011) Agenda Setting Theory of Maxwell McCombs and Donald Shaw: A First Look at COMMUNICATION THEORY (8th ed.), New York, America: MCGRAW-HILL.

Weaver, D. (2007) Thoughts on Agenda Setting, Framing, and Priming. Journal of Communication 57 (2007) 142–147.