The presentation is a simple breakdown of the theory with examples from an Indian as well as international Media context. The intent of the same is to understand the theory with real life instances of where it is used.

1. Agenda Setting
Theory
24 | MAEMA-1 | JASHANK KSHIRSAGAR
YEAR: 2020-2021

2. The Agenda Setting theory was
developed as a social science theory by
Dr.Maxwell Mccombs & Dr.Donald
Shaw based on their study of the 1968 US
Presidential election between Richard
Nixon & Hubert Humphrey.
The researchers studied the correlation
between the prominence of news in
mainstream media and the voters
perception of the important issues during
the election.
Origin
Dr.Donald Shaw Dr.Maxwell McCombs

3. What is Agenda Setting?
- Agenda Setting describes the ability of the Media to influence the degree
of importance placed by the audience on topics of public interest.
- It can be described as the manipulation of public awareness regarding a
certain (news) subject based on the importance it gets from the Media.
SUBJECT-A SUBJECT-B As SUBJECT-B gets more media coverage
than SUBJECT-A, the audience perceives
SUBJECT-B as a matter of higher
importance despite SUBJECT-A possibly
having greater ramifications than
SUBJECT-B.

4. The press and the media do not reflect reality but filter and shape it based on the
narrative that they think must be popularized with the public.
1.
3. Agenda setting occurs through a cognitive process known as "accessibility".
Accessibility implies that the more frequently and prominently the news media
cover an issue, the more instances of that issue become accessible in
audience's memories.
2. The concentration of media coverage on a few issues and subjects leads the
public to perceive those issues as more important than other issues.
The Theory
The Agenda Setting theory is based on the following assumptions:

5. Example in Indian Media
February, 2019: In the aftermath of the
Pulwama border conflict between India and
Pakistan, people who did not generally
indulge in conversations about military
sanctions and provisions, questioned the
kind, and quality of equipment and
weaponry possessed by the Indian military
forces. This was due to aggressive
reporting of the matter, which resulted in
the creation of a temporary audience for
the issue.
- Agenda Setting can stem from a news
trending, causing people to be interested
in it even without having much knowledge
about the topic.

6. Types of Agenda Setting
Agenda setting is a crucial aspect of the public policy
process. Sudden, rare, and harmful events, known as
focusing events, can be important influences on the
policy process. Such events can reveal current and
potential future harms, mobilize people and groups to
address the policy failures that may be revealed by such
events, and open the “window of opportunity” for
intensive policy discussion and potential policy change.
In Policy Agenda Setting, the agendas of the policy
makers are influenced by the Media and public
perception. The Policy makers agenda is the Dependent
Variable.
There are 3 types of Agenda Setting:
Policy Agenda Setting
1.

7. Example of Policy Agenda Setting
May, 2020: After George Floyd, an African
American, was killed during a police arrest in
Minneapolis, Minnesota, there were major
protests – in the United States and in other
countries; calling for an end to systemic racism.
During the course of these protests, several
controversial forms of symbolism were changed or
removed.
Changes were focused on the removal of
monuments to the Confederate States of
America, its leaders, and its military. In addition
to the removal of statues, numerous schools and
buildings were renamed, and display of the
Confederate battle flag, was prohibited by many
organizations.

8. Types of Agenda Setting
2. Media Agenda Setting
Issues and subjects the media focuses on can depend on
what the public is talking about as well as any new
developments from the policy makers. Ongoing changes
in laws influence the coverage of the media on topics
that may be of major local, national or international
importance. At the same time, protests by the masses
against a certain policy or act can bring media focus on
covering the dissent among citizens which may help the
movement grow.
In Media Agenda Setting, the agendas of the Media
channels are influenced by the policy makers and the
public. The Media's agenda is the Dependent Variable.

9. Example of Media Agenda Setting
The 2020–2021 Indian farmers' protest is an
ongoing protest against three farm acts which
were passed by the Parliament of India in
September 2020. As of 21 March 2021,
according to Haryana Police, there are around
40,000 committed protestors sitting at Singhu
and Tikri at the Delhi border.
Following major social media criticism against
media organizations for underplaying the
coverage of the Farmers Protests, the issue
started to receive some media coverage due to
public influence.

10. Types of Agenda Setting
3. Public/Audience Agenda Setting
This is the most common type of agenda setting in which
the media and Policy makers together influence the
public perception of issues as more or less important.
This type of agenda setting can be deliberately used to
influence public opinion.
In Public Agenda Setting, the agendas of the Public
perception is influenced by the policy makers and the
media. The Media's agenda is the Dependent Variable.

11. Example of Public Agenda Setting
August 2020: After the untimely death of Hindi
Film actor Sushant Singh Rajput by commiting
suicide, the media went into a frenzy, almost
trying to trial the case through their
investigation and coverage.
A glance at BARC ratings show us how the
audience would rather watch the most vilified
coverage of actor Sushant Singh Rajput’s death
than switch to anything more insightful or
unbiased.

12. Criticism
1. The theory assumes that every viewer is an ideal
Media consumer. However, in - reality the average
individual is not an ideal Media consumer. The viewer
may not pay attention to details that the media
provides.
2. The effect of the theory is weakened for
individuals who may be eyewitnesses or ones who
have pre-conceived notions regarding the subject or
news.
3. Going by the theory, one can deduce that the
media cannot create problems. They can only alter
the level of awareness, priorities, importance, etc.
However, the former is not true as there are plenty
cases of media organizations manufacturing news.