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Agenda-Setting: Video Analysis

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Media plays a substantial role in our society today. It influences us from the music we listen to, the shows we watch, and magazine or books we read. People spend more time doing those things than they sleep, work, spend time with their family, and etc. Every day we are influenced by the media. When you wake up you look at your cellular device, turn off your alarm, turn the television on to watch the news, check your emails, and etc. The media could either be entertainment or educational. Media and advertising affect our actions, opinions, and ethics. But, according to the video “understanding the way it works you can control your perception.” The video explains that there are many aspects of media effects which are priming, agenda setting, …show more content…

The agenda-setting shows how powerful the media is pertaining to people agendas. Agenda-setting is also known as gatekeeping which goes through several steps before it reaches the public. Basically, what an author goes through in order to get their book published. The agenda for the media is discussions in politics, economic issues, crimes, and etc. The theory of framing is associated to agenda setting but expands the research. Framing is how something in presented. But, according to the video it is the way the public views an issue and how to tell us. It deals with the perception of how the media presents us the news. The next step is for us to interpret what the news presented us. Overall it impacts how we process information. For an example, when the opponent makes a commercial about another candidate that is either a lie or informing us about the real …show more content…

The media has a negative effect on our society. For an example, agenda setting which is also known as gate keeping. Gate keeping controls the flow of information and how it is pertained. But, it is not to inform us but to catch our attention for a certain time period. Teenagers are more naive to advertisement which makes them the target. An example is acne commercial’s making teenagers seem like they have perfect skin when most of time the medicine does not work. The media perception of what the perfect body looks like forces teenagers to have self-esteem issues. Another example is each generation use of technology is getting younger. Such as, kids in middle school having the latest devices which are not

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The shooting and death of Michael Brown in Ferguson, Missouri is another example of how the news coverage uses media framing. In this case, the media focuses the attention on the fact that, if Brown is innocent, his murder by the police officer is an outrage and if he is a criminal, his murder is justified (Timpane, 2014). Framing is being used because the media is telling the audience to take sides among Brown and the officer. For example, there was a protest against the audience, which CNN has coverage from people turning over police vehicles because they are upset with the justice system. Another example of how the media tells the audience what to think and how to think about this issue is the coverage from the victim dead body lying in the street for hours.

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In this world the media is used to control people and overpopulation and censorship have become the new normal. While a common resource such as technology, phones, computers, tvs, etc are just abused. Media is seen as a resource to the government to shape you into

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The strength and effects of mass media are expressed perfectly in Denis McQuail’s article “The Influence and Effects of Mass Media.” McQuail does not really focus on the educational spectrum of mass media like Lunsford. Instead he tries to provide useful information about how mass media effects society as a whole and how there can be power gained from ownership of mass media. Instead of just thinking of mass media as a website that teenagers get on to post what they are eating for lunch or what they had to do that day, McQuail looks deeper and writes about how mass media can lead to political and economic power. One example from his article is when he writes about how mass media “can attract and direct attention to problems, solutions or people” and can also be useful in the forms of “persuasion and mobilization.”

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The first theory, agenda setting through gatekeeping, is evident in the film. Agenda setting “looks on story selection as a determinant of public perceptions of issue importance” (McCombs, Shaw and Weaver, 7). The term gatekeeping is similarly used to “describe the way the media make decisions about what stories to discard or run and when and how much attention to give a story” (Laidlaw, 41). In the movie, the British media highlighted the death of Princess Diana and how the Royal Family was not showing enough grief. The British media prioritized this story, which can be seen from how the announcement of Princess Diana’s death appeared on numerous media outlets.

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Media plays a significant role in the development of any society. With the quick development of media technologies, various information resources have become available to American households. However, television news still is the most convenient way, in terms of cost and accessibility, to inform the public what is happening in the world and the local community. However the same media has in many occasions been characterized with bias, which has been manifested in many forms. This happens when information is falsely presented or is distorted to appear different from the original.

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At this attribute level, studies have shown the news media can transfer attribute salience of an object (i.e., issue and candidate) as well as object salience to the public (Coleman & Banning, 2006; Hester & Gibson, 2003; Kim, Han, Choi, & Kim, 2012; Kim & McCombs, 2007; Lopez-Escobar, Llamas, McCombs, & Lennon, 1998; McCombs, Llamas, Lopez-Escobar, & Rey, 1997; McCombs, Lopez-Escobar, & Llamas, 2000; Golan & Wanta, 2001). The issue level of agenda-setting is about “attention to an object,” while this level is about “comprehension of its attributes” (McCombs, 2004, p. 78). By stressing aspects of an issue or a candidate, the news media can affect the ways in which people think about the issue or the candidate (Ghanem, 1997). The news media have the power to inform people not only what issues are important but also “how to think about” issues/candidates (McCombs, 2004, p.

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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).

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Academic theory believes that the media is a hoax tents reflect the society behavior and relationships, and values and norms in the most popular or dominant position behavior. This position certainly some truth to it. After all, the media to attract sponsors as possible large audience, and provide each people want or expect, seems to be a logical way to do this. However, the media analysts also pointed out that, far not just passively reflects the culture, media and create culture. "The media choose to focus on the project And provide what is not important to the ranking is not important, in other words, they 'set an agenda' of public opinion...

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A frame is the set up and order of a new story, with the goal of influencing the audience to favor one side or the other. Biased media frame stories can drastically change the audiences’ views and will get their ratings up. Tim Groseclose of UCLA and Jeff Milyo of the University of Missouri at Columbia have said, “For every sin of commission we believe that there are hundreds, and maybe thousands, of sins of omission – cases where a journalist chose facts or stories that only one side of the political spectrum is likely to mention.” When thinking of the media you often think they are reporting accurate information. That is not always true.

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According to Entman, “to frame is to select some aspects of a perceived reality and make them more salient in a communicating text, in such a way as to promote a particular problem definition, causal interpretation, moral evaluation, and/or treatment recommendation”(1993, p. 52). Entman’s definition of framing is one of many that currently exist, but is also one that is widely accepted. Framing theory implies that the way an issue is presented (the “frame”) influences the choices people make. De Vreese (2005) puts forward the point that by framing events and issues in particular ways, the media may shape public opinion, an idea supported by Mechanic (2005) who says much of today’s media are influenced by interests that shape readers of communication

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Media are platforms of mass communication that can be categorized as either new of traditional media, with new media being forms of communication that make use of technologies such as the Internet, and traditional media being more conventional forms of media such as newspapers. Media, primarily new media, is getting more popular and influential, especially in today’s day and age since we are exposed to it a lot more than in the past and also since media is more easily accessible now. The media can shape our behaviours, perceptions and opinions, and it is important to know how people are influenced and impacted by it. The media can influence someone’s perception of social reality, or perceptions of beauty or even influence people’s behaviours and habits and therefore, the media does shape who we are. One way that the media can shape who we are is by influencing our perception of social reality.

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There are many effects of media on society and they are positive as well as negative. Some of them are given below:

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