Agenda-setting theory
"The press may not be successful much of the time in telling people what to think, but it is stunningly successful in telling its readers what to think about."
- Bernard Cohen
This famous quote by political scientist Bernard Cohen is a description of the agenda-setting theory of media. Essentially, this theory holds that it is the media who sets the agenda. The media's "coverage of issues helps to define for the public what they should be thinking about on a given day" (Sparks, 155). While it may not be able to make people think a certain way, it can actually tell them what to think about based on the news media especially.
Many studies done have shown that the agenda-setting theory of the media is actually true. A study by McCombs and Shaw in 1968 showed a direct correlation between what the media reported and what the public was thinking about at the time. At the time, the presidential campaigns of Richard Nixon and Hubert Humphrey were underway. Despite what the candidates said, it was observed that the public agenda was actually in line with what the media reported: "foreign policy, law and order, fiscal policy, public welfare, and civil rights" (Sparks, 155-156). It is important to note that this theory does assume that the news is fairly consistent across all news mediums such as television, radio, and newspaper (Perse, 43). For the most part this seems to hold true. "The vast majority" of studies regarding the agenda-setting theory have supported the theory (Preiss, 37). More recent studies have also proven that the agenda-setting theory holds true (Sparks, 156).
Many studies done have shown that the agenda-setting theory of the media is actually true. A study by McCombs and Shaw in 1968 showed a direct correlation between what the media reported and what the public was thinking about at the time. At the time, the presidential campaigns of Richard Nixon and Hubert Humphrey were underway. Despite what the candidates said, it was observed that the public agenda was actually in line with what the media reported: "foreign policy, law and order, fiscal policy, public welfare, and civil rights" (Sparks, 155-156). It is important to note that this theory does assume that the news is fairly consistent across all news mediums such as television, radio, and newspaper (Perse, 43). For the most part this seems to hold true. "The vast majority" of studies regarding the agenda-setting theory have supported the theory (Preiss, 37). More recent studies have also proven that the agenda-setting theory holds true (Sparks, 156).