communication theories

1. Theories of
communication

2. BS Communication Studies
5th Semester
2016 – 2020
Topic for presentation :
Agenda setting theory
Gatekeeping theory
Presented by:
Mahroosh Mazhar (546)
Rabia Abid (550)
Presented to:
Ma’am Hina

3. Introduction:
Mass communication plays an important role in our society. The main purpose is to
Inform us, entertain us, and educate us.
Agenda setting theory
Introduction:
Agenda:
“Agenda is a list or outline of things to be
considered or done.”
Agenda Setting theory:
This theory stated as:
“The process of whereby the mass media
determines what we think and worry
about.”

4. History:
 Lippmann in 1992, predicted that media had the power to influence the public
to form public opinion.
 Cohen in 1963, refined Lippmann’s concept and developed a deeper meaning
of “agenda setting” .
 Maxwell Mc Combs and Donald L. Shaw in 1972, formulated the agenda
setting theory.

5. Types of Agenda Setting Theory:
three major types are:
1. Public Agenda Setting Theory.
2. Media Agenda Setting Theory.
3. Policy Agenda Setting Theory.
Assumptions:
 The press and the media do not reflect reality; they filter and shape it.
 Media concentration on a few issues and subjects only.
Levels of Agenda Setting Theory:
o First level:
Enacts the subjects that are important.
o Second level:
Decide what parts of the subjects are important.

6. Criticism:
• Agenda setting of any media is difficult to measure.
• People might not look at the details and miss some important parts resulting
in misunderstanding.
• Surveys and studies are subjective and not very accurate. There are too many
variables to consider.
• People have many options to read the same stories from different angles due
to new media nowadays. So, people have various choices on what to see or
hear.
Conclusion:
it has many useful uses in our society. It gives power to media what news we
will see or hear.

7. Gatekeeping Theory
Gatekeeper:
“Gatekeeper is a person who controls the access to something or
someone.”
The role of gatekeeper may include:
• To control
• To manage
• To transfer
Gatekeeping theory:
This theory stated as:
“Gatekeeping is a process by which information is
filtered to the public by media.”

8. History:
• Kurt Zadek Lewin in 1943, coins the word gatekeeping, it is
used only for block unwanted or useless things by a gate.
• David Manning White in 1950, was the person who seized upon
Lewin’s comments and turned it solidly towards journalism.
• Mc Combs and Shaw in 1970s, founded that audience is only
attached to the news, which is covering by media.

9. David manning white model
Example :
N1: raining in Norway (discarded) N2 : news about Barak Obama
N3 : turmoil in Syria N4: problem of local youth(discarded)

10. Functions of Gatekeeping theory:
The main functions of gatekeeping theory are:
1. To limit the information.
2. To expand the information.
3. To reinterpret the information.
4. Setting agenda.
Factors of Gatekeeping theory:
Factors that have influence on Gatekeeping theory:
1. Social values
2. Ideology
3. Policies
4. Personal feelings

11. Assumption:
 Gatekeeper decide which information will go forward.
 Media gatekeeping showed that decision making is based on principles of
news values.
 Gatekeeper can also seen in institutions or organizations i.e. in political
system there are many gatekeepers, which control the access the position of
power and regulate the flow of information and political influence.
Criticisim:
 The theory suggests that there is one gate but in reality there might be many
gates.
 The reality might not be shown as it is.
 It can cause negative presentation and abuse of power.
 Editors and other gatekeepers change the priority of news.

12. Conclusion:
Gatekeeping is a process of how information moves from source to receiver.
The gate keeping studies is the process that forces operating on more than
individuals levels, also the routine level play a important role in the decision
of journalistic making. When gatekeepers possess have values such as
transparency and honesty the result is targeted information, otherwise
gatekeeping is used for personal gain.