Today’s lecture was
all about agenda setting and how the media has the power to construct reality. Dr Redman took us through the history of
agenda setting, beginning in the 1920’s.
Agenda setting has continued to develop and change over time; I found
the history of 1930’s particularly interesting because of its reference to
Hitler’s propaganda. Hitler’s propaganda
was so powerful that it set the agenda for the Holocaust and World War II.
There are four
different types of agenda setting and each of them are inter related. There is public, policy, corporate and media
agenda setting.
Public Agenda
Setting - the set of topics that members of the public perceive as important
Policy – issues that
decision makers think are salient
Corporate – issues
that big businesses and corporations think are important
Media – issues discussed
in the media
People argue that
the mass media do not merely reflect and report reality, but filter and shape
it. Due to the fact that news is so constant,
and there is always so much of it, journalists obviously need to filter
news. They filter the news in relation
to news values and what is important at the time. One of the important news values is locality;
obviously the audience wants to read news that is relevant to them and where
they live. This is something that has
major influence over what news is published and where.
Dr Redman talked
about the ‘bandwagon effect’. The
bandwagon effect refers to when a news story goes viral on the internet, in the
21st century this is quite a common occurrence. A perfect example is KONY. With the way people use the internet at the
moment it is so easy for a news topic to go viral in minutes and reach people
all over the world. Mass media outlets
and other advertising companies use this tendency to their advantage, to spread
news and other trends quickly. As the
internet and other social media outlets continue to expand and become even more
popular and accessible throughout the world we will only see the bandwagon
effect become more popular and common.
I found what Dr Redman
said about the development of the 24 hour news cycle very interesting. In the 21st century news has developed
into a constant news cycle that we have access to 24 hours a day. The way news
works in the 21st century is so different from the way it used to
work. The morning paper used to set the
agenda for the day, and that agenda would not change until the next paper was
released the following morning. Now prime
time is all the time, it a story breaks in the middle of the day it will be
published and we will instantly have access to that story online.
The media do play
a large role in constructing reality, as the medias concentration on particular
issues and subjects leads the public to perceive those issues as more important
than other issues. Due to the fact that
the news is so constant, and there is always so much of it, the news does need
to stay focussed so we are reading what is most important.
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