Agenda Setting Function

Maxwell McCombs and Donald Shaw created the Agenda Setting Funcion of the mass media. This theory reaffirmed the power of the press, while at the same time maintaining that individuals were free to choose. The approach analyzes the different motives people have for watching television. The theory addresses how media influences where we focus our attention. Basically, we find important what the media finds important. McCombs and Shaw feel that the media does not tell us how to feel about an issue, rather, it tells us where to focus our attention. For research articles, a critique, and an application, to help you better understand this theory, check out these links.

For additional research on this theory, done by Mike, about Agenda Setting in politics CLICK HERE!

For more additional research, done by Alexis, on the three levels of information holding, CLICK HERE!

To see how this theory applies to the current A.I.D.S crisis, done by Jen, CLICK HERE!

For a critique on this scientific theory, done by Matt, CLICK HERE!

Still want more information??? Check out this Links page.

The media does not only play a role in the Agenda Setting Function. It also affects another theory called Spiral of Silence. The Spiral of Silence Theory says that the media plays a major role in determining who is the majority. That, in turn, decides who the minority is, that often does not speak up for themselves.

Page Created by Andrea Scislo

Griffin, Em. A First Look at Communication Theory. New York: The McGraw-Hill Companies, Inc., 1997, 3rd ed.

Last Updated March 12, 2000