The Evolution and Application of Agenda Setting Theory

Agenda setting remains a foundational concept in communication studies, shaping discussions for decades. This essay examines various issues to which agenda setting has been applied, explores extensions of the theory, and discusses other theories that have been argued to be its extensions. Yang and Gerald (2003) explored how agenda setting can be applied to interpersonal situations. They discovered that although agenda setting traditionally pertains to the media's influence on the public agenda, individuals who rely on interpersonal communication for news are similarly affected by the media's agenda.

In essence, people who engage in discussions about news and significant issues tend to adopt the same agenda as those who consume mass media. Yang and Gerald (2003) assert that the public agenda established by the media can permeate through interpersonal communication, influencing everyone's agenda, regardless of their direct media consumption. In such scenarios, interpersonal communication acts as a moderating variable, transferring the media’s agenda to those who do not consume media content directly.

Applications in Health Communication

Agenda setting has been utilized in the realm of health communication as well. Jones, Denham, and Springston (2006) examined both mass and interpersonal communication regarding breast cancer screening practices. Their findings highlight the media's crucial role in setting an agenda for proactive health behaviors. Women exposed to news articles about breast cancer, either directly or indirectly, were more likely to undergo regular screenings compared to those who were not exposed. This research demonstrates the presence of both first and second-level agenda setting, where exposure not only makes breast cancer a prominent issue but also influences attitudes toward screenings.

Emergence of Social Media

In recent years, the rise of social media platforms like Twitter has introduced new dimensions to agenda setting theory. Conway, Kenski, and Wang (2015) investigated how agenda setting operates on Twitter, a platform that serves as both a news source and a medium for public expression. Although some argue that Twitter lacks the agenda-setting power of traditional news outlets, Conway et al. (2015) found a positive correlation between issue rankings in news coverage and Twitter feeds. This suggests a reciprocal relationship between traditional media and social media, reinforcing each other's agendas.

Addressing Underreported Issues

Agenda setting has also been applied to topics that receive limited media attention, such as human trafficking. Papadouka et al. (2016) found that online news platforms play a crucial role in shaping discussions about human trafficking. Within this multifaceted issue, the media is more successful in setting the agenda for certain topics, such as sex work, gender relations, and forced labor. However, there exists a notable discrepancy between the media's focus and the public's interest, possibly due to the media's insufficient coverage. This highlights the need for increased media attention to ensure comprehensive public awareness and engagement.

Link to Other Theories

Research on news reports of crime has connected agenda setting effects to cultivation theory. Cultivation theory posits that heavy television consumption can skew individuals' perceptions of reality, aligning them more closely with televised portrayals. Both theories share the premise that media constructs a new reality rather than reflecting an objective one. Lowry et al. (2003) found that media-influenced perceptions often outweigh actual reality, with televised crime coverage instilling fear and influencing legal proceedings.

Agenda setting is also linked to priming and framing, often regarded as its extensions. Priming involves exposure to one stimulus influencing responses to subsequent stimuli, while framing focuses on the presentation and interpretation of information. Both effects hinge on memory-based models, where media-induced salience shapes public judgment and consideration. However, framing requires more attention to messages for its effect than agenda setting, which can occur with mere exposure.

The Future of Agenda Setting

As the media landscape evolves, so too must the agenda setting theory. Initially developed during an era dominated by newspapers and television, the theory must adapt to the proliferation of diverse news sources, including social media and apps. The future lies in intermedia agenda setting, where news organizations influence each other's agendas. This dynamic is especially evident in countries like South Korea, where major news websites shape the agendas of online platforms. As traditional vertical media gives way to horizontal media, where influence is distributed among individuals, research must explore how this shift impacts agenda setting theory and necessitate its refinement.

In conclusion, agenda setting has remained a relevant and influential theory for nearly half a century. Its ability to generate research across diverse communication contexts underscores its significance. By evolving alongside changes in news sources and consumption patterns, agenda setting will continue to guide media effects research and facilitate the communication of societal issues. It is imperative that future research addresses the challenges and opportunities presented by new media landscapes, ensuring the theory's continued relevance and applicability.

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