1. The establishment of the theory Agenda Setting Theory Assumptions of Agenda Setting Theory The media establish an agenda and in so doing are not simply reflecting reality, but are shaping and filtering reality for the public. Agenda Setting Theory 1. If a meeting goes off the agenda topic -- even if what's being discussed is of great value -- leaders often cut the conversation short so the meeting goes back on topic. Agenda setting theory just tells what to think about but framing theory tells how to think about the information. Advantages: Advantages and disadvantages of LAN's: Advantages of LAN's. (For example - you only need to buy one printer because it can be shared between all the computers on the network). First level agenda-setting is “focused on the relative salience of issues or objects,” and second level agenda-setting “examines the relative salience of attributes of issues or objects” (Weaver, 2007, p. 144). Agenda Disadvantages One potential disadvantage of a structured agenda is that it often prevents conversations from evolving on a topic that participants deem important. Conventional models of agenda setting hold that mainstream media influence the public agenda by leading audience attention, and perceived importance, to certain issues. The media’s Agenda is a Planer List of Matters to be acted upon. An agenda is a list of topics to be introduced and discussed during a meeting. It means a Plan or Goal that guides someone’s behavior and that is often kept secret. The first is that the media filters and shapes what we see rather than just reflecting stories to the audience. Core Assumptions. Disadvantages of LAN's; Saves money as each computer on the LAN can share resources. Agendas are useful for many meetings such as those in government institutions, nonprofit organizations and businesses. Framing theory was prepared by Goffman in his book Frame Analysis (1974) which argued that people “locate, perceive, identify and label” events and occurrences. Agenda-setting theory is often considered from two levels. 3. Pretheoretical conceptualization 2. So, framing theory is also known as second level agenda setting theory. That is; how the media manufactures information (by gathering, processing, andpackaging it), and presenting it to the mass audience in a way that they will such iformation as more important than others. Presented By Saira Ayub Attroba Adan Adeel Taswar Zaheen Butt 2. Salience refers to issues or topics which the media deems as important and so transfer these issues from their agendas to the masses. The Agenda-Setting Role of the Mass Media in the Shaping of Public Opinion Maxwell McCombs University of Texas at Austin The power of the news media to set a nation’s agenda, to focus public attention on a few key public issues, is an immense … The agenda-setting theory rests on two basic assumptions. Corporate Reputation Review Volume 6 Number 1 Agenda-setting Effects of Business News on the Public’s Images and Opinions about Major Corporations Craig E. Carroll and Maxwell McCombs The University of Texas at Austin ABSTRACT and Meindl, 1991; Deephouse, 2000; Although the agenda-setting effects of the news Dutton and Dukerich, 1991; Fombrun and … Running head: AGENDA SETTING THEORY An Overview of Agenda Setting Theory in Mass Communications Amber M. Freeland University of North Texas November 12, 2012 AGENDA SETTING THEORY 2 An Overview of Agenda Setting Theory in Mass Communications Introduction The Agenda Setting Theory was first introduced in 1972 in Public Opinion … The Agenda Setting Theory discusses how the mass media gives prominence to issues in our society. weaknesses in the agenda setting theory This theory looks at the transfer of salience from the media unto the masses. However, increased selectivity and audience fragmentation in today’s digital media environment threaten the traditional agenda-setting power of the mass media. Thus, agenda-setting theory was born, built on the notion that the mass media sets the agenda for what people should care about.