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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.
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]
He is particularly known for developing the agenda setting theory of mass media with Donald Lewis Shaw. In a 1972 paper, McCombs and Shaw described the results of a study they conducted testing the hypothesis that the news media have a large influence on the issues that the American public considers important.
Articulating a “bottom-up” perspective on the formation of content of local media and public opinion, Pollock used community structure theory to challenge a prevailing, established mass media theory, “agenda-setting”, a “top-down” perspective suggesting that the content of both local media and public opinion is essentially “set ...
Agenda-setting theory: Describes how topic selection and the frequency of reporting by the mass media affects the perceived salience of specific topics within the public audience. In other words, the mass media tell the public what to think.
Agenda-setting theory describes the relationship between media and public opinion by asserting that the public importance of an issue depends on its salience in the media. [21] Along with setting the agenda, the media further determine the salient issues through a constant battle with other events attempting to gain place in the agenda. [18]
Wasserman calls this "the most important political function the media perform". [9] Agenda-setting theory was proposed by McCombs and Shaw in the 1970s and suggests that the public agenda is dictated by the media agenda.
Agenda building describes the ongoing process by which various groups attempt to transfer their interests to be the interests of public policymakers. [1] Conceptualized as a political science theory by Cobb and Elder in 1971, [2] "the agenda-building perspective...alerts us to the importance of the environing social processes in determining what occurs at the decision-making stage and what ...