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The news media have the power to influence a general election result through media framing and agenda setting: discuss Essay Example

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The news media have the power to influence a general election result through media framing and agenda setting: discuss

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Basing on Lippman’s statement they statistically proved the existing of strong interdependence and significant interconnection between the public and news media coverage of some exact issues with shadowing or not saying anything about the others. In other words they come to comprehension that if news media gives people what to think about it is exactly media that indirectly forms and shapes public opinion on the matter of the most important national and global events.Afther the 1968’s starting point theory of agenda-setting continued to grow and develop in different forms. In the era of internet it jumped on the whole new level with every user in the social media now having an ability to pass, create and receive information. Still news media coverage consisting of different numerous journalists and news resources unconsciously rejects some of the issues and gives others all the attention. Very popular and widespread question “what do you think this country’s main problem now” in social quiz shows that most of the people talk about exactly the things that were mentioned in the news media quite often exactly before or after such social quiz has been held. In other words if media decides what people know it is logical that media not only shapes, forms and affects public opinion but stands at the core of its existence and therefore without news media there wouldn’t be any information which is close to the truth.Important to add that “agenda” that stands in the name of the theory is not really and agendas in the full meaning of this word because everything happens accidentally as information flows from different sources and numerous journalists, observers and informants and therefore the “agenda” is not intentional but accidental. But it is noted that, for example, in the Great Britain certain newspaper for years and decades were sympathizing either Conservative’s or Labourists parties which can serve as a warning that news media effect on the public opinion with right approach can be directed in the way useful for some people and harmful to others.There are two main schemes, types or kinds of news media influence on the public opinion. Agenda-setting is only one of them which, as was mentioned before, covers some issues while shadowing or ignoring others and therefore restricts the access to the information which in other case could provide some

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Bibliography

Dearing, J., Everett, R. Agenda-Setting. Chicago: SAGE Publications, 1996, print

Lippmann, W. Public Opinion. New York: Macmillan, 1922. Print.

McCombs, M. Setting the Agenda: Mass Media and Public Opinion. New York: John Wiley and Sons, 2014, print

Protess, D., Mccombs, M. Agenda Setting: Readings on Media, Public Opinion, and Policymaking. Chicago: Erlbaum, 1991, print

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