Agenda Setting Theory

The theoretical framework of this thesis is based on agenda setting theory and the concept of framing. Walter Lippmann intellectually founded the concept of agenda setting. Even though Lippmann not yet mentions agenda setting namely, he does indeed elaborate the theoretical foundation and the general ideas, which essentially define agenda setting theories today (McCombs 2004, 3). “His thesis is that the news media, our windows to the vast world beyond direct experience, determine our cognitive maps of that world” (McCombs 2004, 3).
The essence of this short sentence is far reaching. If direct experience of the world does not solely shape our individual perception of reality, then a third highly influencing factor contributes to the cognitive

For instance, each media channel lacks capacity to refer on all environmental occurrences and, therefore, will portray a picture of the world, which lacks congruency with objective reality (McCombs 2004, 16-21). Despite capacity issues matters of relevance influence the topic selection. Media channels try to bind the biggest audience possible and, therefore, try to orientate on topics of greater interest. But whether an issue is relevant or not depends on multiple factors. News media is dependent on external sources of information, on intermedia agenda setting, as well as on official sources. The factors mentioned above portray only a frictional part of influences, which define if a specific topic is presented and in which manner. Moreover, it is noteworthy that a similar quantity of factors influence, which aspects are mentioned once the topic was set on the

Agenda setting theories focus on the impact media coverage exerts on the public agenda. The concept of framing directs its interest to the frames used in media, how these got construed, and which aspects are articulated within. In consequence, framing extended the assumptions outlined in agenda setting theories (Scheufele 1999,103-104)
The convergence of both concepts though holds opportunities to acquire greater knowledge of how presentations of reality are dependent on channels of communication and the frames used within these channels (McCombs; Ghanem 2001, 67-68). As mentioned earlier, drone operations are conducted in great secrecy, and obtaining assured information is very difficult to obtain. Administrations in Pakistan and the United States rarely declassified information in the past, so news coverage of strikes potentially offers the best opportunity to obtain information, ask critical questions and evaluate elite