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Agenda-setting theory was formally developed by Maxwell McCombs and Donald Lewis Shaw in a study on the 1968 presidential election deemed "the Chapel Hill study". McCombs and Shaw demonstrated a strong correlation between one hundred Chapel Hill residents' thought on what was the most important election issue and what the local news media reported was the most important issue.
Maxwell E. McCombs (December 3, 1938 - September 8, 2024) [1] was an American journalism scholar known for his work on political communication. He was the Jesse H. Jones Centennial Chair in Communication Emeritus at the University of Texas at Austin. [2] He is particularly known for developing the agenda setting theory of mass media with Donald ...
Shaw is best known for his work, with Maxwell McCombs of the University of Texas, on the agenda-setting theory and for his studies of 19th and 20th century American and Southern press history. Shaw began work on the agenda-setting theory in 1966 and was joined by McCombs in 1967, when McCombs came to UNC as a junior professor. [3]
In short, the amount of attention paid to a certain issue will lead to audiences viewing that issue as more important. The theory of agenda-setting was formally developed by Dr. Max McCombs and Dr. Donald Shaw in their study on the 1968 presidential election conducted at Chapel Hill, North Carolina. [3]
In 1972, Maxwell McCombs and Donald Shaw published a groundbreaking article that offered an agenda-setting theory that paved a new conception of short-term effects of the media. This approach, organized around additional ideas such as framing, priming, and gatekeeping, has been highly influential, especially in the study of political ...
In the original Chapel Hill study and many of the studies that have followed, both the media agenda and the public agenda consisted of a set of objects, public issues. [55] However, as Stephen P. Nicholson mentions in Voting The Agenda that McCombs and Shaw (1972) [56] were the first to examine the agenda-setting effect of media on public ...
A subsequent empirical study by one of the “fathers” of agenda setting, Maxwell McCombs and a co-author, systematically compared the relative influence of both community structure theory and agenda-setting theory and found that community structure theory offers robust explanatory power in accounting for variations in coverage of critical ...
Community structure theory provides a powerful framework for analyzing society's influence on media coverage. It has been identified by Funk and McCombs (2015) as the “conceptual inverse” of agenda-setting, [1] focusing on demographic characteristics of communities shaping news instead of news as a driver of public perception.