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Trends in Media and Prospects for Broadcasting Reforms

In:

Submitted By stantry
Words 2406
Pages 10
Table of Contents

• Introduction

• Definition and Model of Agenda Setting Theory

• Scope and functions

• Walter Lippman – Public Opinion (excerpt from Media Control – Noam Chomsky)

• Concept of Manufacturing Consent – Noam Chomsky

o Excerpts form the book - Manufacturing Consent by Noam Chomsky

• Case studies

o WMD i.e. Weapons of Mass Destruction being used repeatedly by media

• Situation in India

o Media focusing on Scams repeatedly and not giving due importance to the other relevant news.

• Conclusion

Introduction

The power of the news media to set a nation’s agenda, to focus public attention on a few key public issues, is an immense and well-documented influence. Not only do people acquire factual information about public affairs from the news media, readers and viewers also learn how much importance to attach to a topic on the basis of the emphasis placed on it in the news. Newspapers provide a host of cues about the salience of the topics in the daily news – lead story on page one, other front page display, large headlines, etc. Television news also offers numerous cues about salience – the opening story on the newscast, length of time devoted to the story, etc. These cues repeated day after day effectively communicate the importance of each topic. In other words, the news media can set the agenda for the public’s attention to that small group of issues around which public opinion forms.

Origin and History

Agenda setting describes a very powerful influence of the media – the ability to tell us what issues are important. As far back as 1922, the newspaper columnist Walter Lippman was concerned that the media had the power to present images to the public. McCombs and Shaw investigated presidential campaigns in 1968, 1972 and 1976. In the research done in 1968

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