By James W. Dearing
What's the significant social challenge within the information this day? Who made it so vital? Social concerns which are well known at the media time table usually call for recognition at the public schedule, and in flip circulate quick up the coverage time table, developing coverage alterations. in accordance with learn of latest social matters that experience hit the headlines - together with the battle on medications, drink-driving, the Exxon Valdez oil spillage, AIDS and the Ethiopian famine - this publication offers vital theoretical and functional insights into the agenda-setting procedure and its function in effecting social swap.
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Used by permission 01 AEJMC. management did not consider AIDS to be newsworthy fro m 1981 to m id-1985. Moreover, the newspaper's key medical writer broke h is leg and w as physically unable to cover breaking stories during this time. When a new executive editor was appointed in late 1985, coverage o f AIDS expanded dramatically. 1 ). Conventional wisdom about the media coverage of AIDS credits this tenfold increase in news coverage to the July announcement that film ador Rock Hudson had AIDS. Our analysis shows that it was actually a concomitant news s tory of a young boy with AIDS, Ryan White, mort"!
Funkhouser's (l973a) investigation of issues in the 19605, reviewed previously in this chapter, concluded that the public agenda is driven by the media agenda in the United States. 2. MacKuen's (1981) over-time study of the agenda-setting process for eight issues supports this general ization. 51 50 ,, , Real-Wood . Location 01 the Issue an Issue on the Media Agenda -" =>. 2. The Relationship Between Real-World Indicators of an issue, Issue Position on the Media Agenda, and Issue Position on Ihe Public Agenda NOTE: The media agenda-public ag~nda relationship for an issue is not due 10 • high relationship of these tw o variables with a real-world indicator for the issue.
Frames areane means through which a particular meaning is given to an issue. The laboratory experiments of agenda-setting provide improved understanding of how framing occurs, and of its consequences. These results ahout salience, priming. and framing suggest that Ihe media agenda can do more than sel the public agenda; it can also direct how individuals will evaluate issues (Entman, 1989; Iyengar. 1991; Salwen & Matera, 1992). The Iyengar experiments on public agenda-setting have been followed up by several other scholars.
Agenda-Setting (Communication Concepts) by James W. Dearing