Sudden, rare, and harmful events, known as focusing events, can be important influences on the policy process. The study of agenda-setting describes the way media attempts to influence viewers, and establish a hierarchy of news prevalence. Agenda-setting theory refers to how the media’s news coverage determines which issues become the focus of public attention. Start studying MIL3Q - LESSON3 TYPES. Agenda-setting theory was formally developed by Dr. Max McCombs and Dr. Donald Shaw in a study on the 1968 presidential election. Learn vocabulary, terms, and more with flashcards, games, and other study tools. Agenda setting theory is used in a political ad, campaigns, business news, PR (public relation) etc. Enjoy the videos and music you love, upload original content, and share it all with friends, family, and the world on YouTube. This process is important to discuss in the policy context of election campaigns. Examples of Agenda-Setting from Current Events: 'Whatever Trump does is urgent, breaking news.' The best resource for Agenda Setting Theory info is Setting the Agenda: Mass Media and Public Opinion by McCombs (amazon link) Quick Overview of Agenda Setting: Note: This page has been repurposed from my post: The Agenda-Setting Function of the Mass Media I’m working hard to update it so it contains far more information and detail. Agenda setting is a crucial aspect of the public policy process. The agenda setting theory was first introduced by Dr. Maxwell McCombs and Dr. Donald Shaw in 1972. Agenda-setting research examines the transfer of topic salience from the media agenda to the public agenda. Agenda-setting describes the "ability (of the news media) to influence the importance placed on the topics of the public agenda". Media theory helps the process of understanding the complex political communi-cation environment. 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