Agenda Setting Research Paper
Agenda Setting
Patricia Wigington
Grand Canyon University
COM 126
Introduction The mass media today, no longer reports public opinion, it drives it. This paper discusses how mass media sets the agenda, and what impact this had on the issues that emerged during the 2008 presidential election. According to Donald Shaw and Maxwell Combs, agenda is a theory to describe now the news media can have a considerable impact on shaping the publics opinion of a social reality, on influencing what people believe are important issues. (Shaw&McCombs, 1977) Agenda Setting Media consolidation is one thing that contributes to agenda-setting. As the number of newspapers dwindles and radio and TV stations are sold to one or two conglomerates, …show more content…
In one study, Ohio was measured for “favorability between candidates in the areas of republicans, democrats, independents, men, women, whites and blacks;” it was found that a vast majority of black voters, as many as 90%, favored Obama, no matter what their previous voting record or party affiliation was (Agenda setting and the Obama election, 2010). The question raised by this result is whether our society “is the way it is because of the media, or is the media a direct reflection of the way society is … In the case of Obama for President, the media clearly allowed race to chase to the top of the list of exaggerated issues that never should have been a part of the presidential election in the first place” (Agenda setting and the Obama election, 2010). In response to the popularity of Obama, the Republicans tried to set the media agenda to focus on issues such as Iraq and health care, arguing that race should not be consuming the attention focused on it (Agenda setting and the Obama election, 2010). But Republicans also tried to set an agenda favorable to them by introducing Sarah Palin as their vice presidential candidate to appeal to women voters; setting the agenda worked in Ohio, where pollsters noted a shift among women of all races who were not previously affiliated with a particular party (Agenda setting and the Obama election,
Patricia Wigington
Grand Canyon University
COM 126
Introduction The mass media today, no longer reports public opinion, it drives it. This paper discusses how mass media sets the agenda, and what impact this had on the issues that emerged during the 2008 presidential election. According to Donald Shaw and Maxwell Combs, agenda is a theory to describe now the news media can have a considerable impact on shaping the publics opinion of a social reality, on influencing what people believe are important issues. (Shaw&McCombs, 1977) Agenda Setting Media consolidation is one thing that contributes to agenda-setting. As the number of newspapers dwindles and radio and TV stations are sold to one or two conglomerates, …show more content…
In one study, Ohio was measured for “favorability between candidates in the areas of republicans, democrats, independents, men, women, whites and blacks;” it was found that a vast majority of black voters, as many as 90%, favored Obama, no matter what their previous voting record or party affiliation was (Agenda setting and the Obama election, 2010). The question raised by this result is whether our society “is the way it is because of the media, or is the media a direct reflection of the way society is … In the case of Obama for President, the media clearly allowed race to chase to the top of the list of exaggerated issues that never should have been a part of the presidential election in the first place” (Agenda setting and the Obama election, 2010). In response to the popularity of Obama, the Republicans tried to set the media agenda to focus on issues such as Iraq and health care, arguing that race should not be consuming the attention focused on it (Agenda setting and the Obama election, 2010). But Republicans also tried to set an agenda favorable to them by introducing Sarah Palin as their vice presidential candidate to appeal to women voters; setting the agenda worked in Ohio, where pollsters noted a shift among women of all races who were not previously affiliated with a particular party (Agenda setting and the Obama election,