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Download PDF by James W. Dearing: Agenda-Setting (Communication Concepts)

By James W. Dearing

ISBN-10: 0761905634

ISBN-13: 9780761905639

What's the significant social challenge within the information this present day? Who made it so vital? Social matters which are widely known at the media schedule usually call for cognizance at the public schedule, and in flip stream speedy up the coverage schedule, developing coverage alterations. in response to examine of latest social matters that experience hit the headlines - together with the struggle on medications, drink-driving, the Exxon Valdez oil spillage, AIDS and the Ethiopian famine - this publication presents very important theoretical and functional insights into the agenda-setting strategy and its position in effecting social swap.

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This conclusion supports the work of the German communication scholar Elisabeth Noelle-Neumann, who showed mass media coverage to have a powerful impact on what individuals think that other people are thinking. Presumably, people have little alternative to the media as a way of knowing others' concerns. One explanation for the superiority of perceived issue salience in Japan is that the Japanese have a strong need to know the climate of opinion of others about issue priorities. Such cultural differences in agenda-selling behavior need further exploration.

C raig Trumbo (1995, p. 2) At the beginning of Chapter 3, we distinguished betwccn hierarchy stud ies of (usually) six to eight issues versus longitudinal investigations of one or two issues in studies of public agenda-setting. Here wc deal with longitudinal approaches to the study of the agenda-setting process that have become popular in very recent years. Longitudinal research, in which data from more than one point in time are collected, is well suited to invcstigating a process, which occurs over time.

The relationship of media reporters and policymakers is symb iotic in that journalists need acress to the sources of news and policymakers need coverage of their proposals and actions; nevertheless, the needs of journalists and policymakers are often incompatible because of their d iffer ent orientation to lime. 1). For example, Kingdon (1984) found that a w indow of opportunity for addressing or solving a social problem occurs (a) when a problem (b) converges with a solution in search of a problem (c) in a favo rable political climate.

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Agenda-Setting (Communication Concepts) by James W. Dearing


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