议程设置理论_传播与社会研究精选.pptVIP

The communication of a message in a mass medium can be compared to shooting a gun that contains a magic bullet or to injecting someone with a hypodermic needle. Implies mass media have a direct, immediate and powerful effect on its audiences. Assumes people are passive and absorb media content uncritically unconditionally * Content analysis of five newspapers, two news magazines, and two television network evening news broadcasts Own agenda measured with question: What are you concerned about today? That is, regardless of what politicians are saying, what are the 2 or 3 main things . . . Maxwell McCombs, Donald Shaw, The Agenda-Setting Function of Mass Media, in The Public Opinion Quarterly, Vol. 36, No. 2. (Summer, 1972), pp. 176-187. * Who is first? * In this study, Shaw and McCombs (1977) replicated the Chapel Hill findings by focusing the dependent variables that might increase the agenda setting influence of the news media. This study focused on the 1972 presidential election and it was done at Charlotte, North Carolina. The respondents for this study were designed into a panel (each respondents were interviewed several times). The time span for the study was divided into three intervals: one was in June during the national convention; the second was in October; and the last one conducted in November after the election. The media contents that the study focused on were the Charlotte newspaper and two evening newscasts of NBC and CBS. There are two findings on this study. One is that the media are more likely to have a stronger effect in determining the public’s agenda than vice-versa. By using cross-lagged correlation comparison, the newspaper’s topics in June had a greater effect (0.94) with the voter’s agenda in Octobers. However, the second finding of the study discovers that there is a limitation on the effect of the agenda setting. Voters who had made up their mind earlier in the race would not likely be influence easily by the media. Meanwhil