By James W. Dearing
What's the significant social challenge within the information this day? Who made it so very important? Social concerns which are well known at the media time table usually call for consciousness at the public schedule, and in flip flow fast up the coverage time table, developing coverage adjustments. in accordance with study of up to date social concerns that experience hit the headlines - together with the struggle on medicinal drugs, drink-driving, the Exxon Valdez oil spillage, AIDS and the Ethiopian famine - this ebook offers very important theoretical and functional insights into the agenda-setting technique and its function in effecting social switch.
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Extra info for Agenda-Setting (Communication Concepts)
In addition, interpersonal issue salience, the issues most fre- 49 quently discussed in conversations with others, was measured by asking: "Did you discuss something about this election with your family or friends in the past week? 68). " This conclusion supports the work of the German communication scholar Elisabeth Noelle-Neumann, who showed mass media coverage to have a powerful impact on what individuals think that other people are thinking. Presumably, people have little alternative to the media as a way of knowing others' concerns.
C AIDS for SIx MaR MoteIl. 2, The Issue of AIDS Was Framed Differently in Each of the Four Eras of Media Coverage for This Issue SOURCE: Rogel'S e ! ~L (\\1'91). Used by permission of AEJMC. • The virus that causes AIDS was fou nd in the blood supply, a news evcnt ann ou nced in December 1982. • Heterosexual contact as a means of Hrv trilnsmissiol1 was announced by the CIX in January 1983. • Identifica tion of the virus (HIV) that causes AIDS was announced in March 1984. • A blood lest for lilV antibodies was first reported in January 1985.
This greater exposure to the mass media will then result in greater agenda-setting effects. Investigations supporting this generalization include Weaver (1977, 1984), Weaver et al. (1975), and Tipton et al. (1975). The Role of Personal Experience With Issues I An individual's dose familiarity with an issue, such as being unem~ ployed or losing a dose friend to cancer, is a way in which a person's personal experience with an issue overrides the influence of the mass media in determining what's important to that person.