![]() This is how people attach importance to a piece of news and perceive its context within which an issue is viewed.įraming deals with how people attach importance to certain news. Audience adopts the frames of reference and to see the world in a similar way.The way in which news content is typically shaped and contextualized within the same frame of reference.Media primes news by repeating the news and giving it more importance like, for example, Nuclear Deal.įraming is a process of selective control. ![]() For example, terms such as headlines, special news features, discussions, expert opinions are used. The selected news report is carried on as a heading or covered regularly for months. In simple words, the media gives the utmost importance to a certain event such that it gives people the impression that that particular news is the most important one. The media’s content will provide a sufficient amount of time and space to certain issues, making it more vivid. The responsibility of the media in proposing the values and standards through which the objects gain a certain amount of attention can be judged. Also they are much concern on not to distort peace and public stability. ![]() Because some issues are important to media but not to masses. Gatekeepers are the powerful authority who ensure the right material is disseminated to mass. The news media decides ‘what’ events to broadcast and show through the media ‘gates’ on the basis of ‘newsworthiness’.įor e.g.: News Comes from various sources, editors choose what should appear and what should not that’s why they are called as gatekeepers. Editors are the main gatekeepers of media itself. It is assumed that the public cares mostly about the product of a media gatekeeping. Gatekeeping is in charge of and has control of the selection of content discussed in the media. The main concept associated with the theory is gatekeeping. That’s why media turn certain issues viral.Īgenda setting theory is used in a political ad, campaigns, business news, PR (public relation) etc. In fact, media wants to grab attention and implant thoughts in people minds about some serious issues. ![]() Thus, sensationalization of news reports may happen to bring in the interest of the audience. The first level is usually used by the researchers to study media uses and its objectives or the influences that media creates on people and the most proximal thought that people will have on the exposure to the information given by media house.Īt the second level, the media focuses on how people should think about the nature of the issues. These are the levels of agenda setting theory: Media provides information which is the most relevant food for thought, portraits the major issues of the society and reflects people minds. The priorities of which news comes first and then the next are set by the media according to how people think and how much influence will it have among the audience.Īgenda setting occurs through a cognitive process known as “accessibility”. The news reports make it in a way that when a particular news report is given importance and attention than other news the audience will automatically perceive it as the most important news and information are given to them. The influence of media affects the presentation of the reports and issues made in the news that affects the public mind. Agenda setting theory (Maxwell McCombs and Donald L. ![]()
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