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Agenda-Setting Theory / Teoria do AgendamentoMcCombs e Shaw

A Tradição Sócio-psicológica (I)

A comunicação como influência interpessoalç pA comunicação como expressão, interacção e influência

_Prever o êxito e o fracasso de comportamentos comunicacionais _Quem diz o quê a quem com que efeito_Predisposições individuais e influência mutua_Credibilidade: especialismo e força do carácter

Efeitos da comunicação_ ç_Comunicação individual e em grupo (eficácia, influência, liderança)

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A Tradição Sócio-psicológica (II)

_Teoria do Agendamento _McCombs e Shaw

_Teoria da Redução da Incerteza _Berger

_Teoria Funcionalista da Decisão em Grupo _Hirokawa e Gouran

AGENDA-SETTING THEORYAgendamento

The original agenda

Not what to think, but what to think about.

MMass media transfer the salience of items onass media transfer the salience of items on theirtheirMMass media transfer the salience of items onass media transfer the salience of items on their their news agendas to the public agenda.news agendas to the public agenda.

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A Teoria do Agendamento – McCombs e Shaw

Contexto:_Anos 70_Caso Watergate

“The original agenda: the media tell us not what to think, but what to think about.”

“The mass media have the ability to transfer the salience of items on their news agenda to the public agenda.”

Maxwell McCombs

Principais conceitos:_Agenda mediática_Agenda pública_Selecção

Donald Shaw

AGENDA-SETTING THEORYAgendamento

Agenda-setting theory contrasted with the prevailing selective exposure hypothesisselective exposure hypothesis

Reaffirming the power of the press while maintaining individual freedom.

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A Teoria do Agendamento – McCombs e Shaw

“Agenda-setting theory contrasted with the prevailing selective exposure hypothesis, reaffirming the power of the press, while maintaining

individual freedom ”individual freedom.

_A teoria do agendamento estuda em particular as campanhas eleitorais

AGENDA-SETTING THEORYAgendamento

Th h th i di t d ff t l ti hi b t diThe hypothesis predicts a cause-and-effect relationship between media content and voter perception, particularly a match between the media’s

agenda and the public’s agenda later on.

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AGENDA-SETTING THEORYAgendamento

Measure the media agenda

Position and length of story as the primary criteria of prominence.

Rankings provided by uncommitted voters aligned closelyRankings provided by uncommitted voters aligned closely with the media's agenda.

A Teoria do Agendamento – McCombs e Shaw

“Media agenda and public agenda: a close match.”

1 Measurement of the media agenda_1 Measurement of the media agendaCriteria of prominence: position and length of storyRanking of major issues

_2 Measurement of the public agendaRankings of uncommitted votersClose matchClose match

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A Teoria do Agendamento – McCombs e Shaw

“McCombs and Shaw believe that the hypothesized agenda-setting function of the media causes the correlation between the media and public ordering of priorities ”public ordering of priorities.

“Correlation does not prove causation.”

Media Publicd aAgenda

ubAgenda

AGENDA-SETTING THEORYAgendamento

Correlation does not prove causation

Media Voters

Voters Media

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AGENDA-SETTING THEORYAgendamento

Quem Fixa a Agenda dos Agenda-setters?

A. News editors or “gatekeepers”

B. Politicians and spin doctors

C. Public relations professionals

D. “Interest aggregations”

A Teoria do Agendamento – McCombs e Shaw

Who sets the agenda for the agenda setters?_News editors or “gatekeepers”_Politicians and spin doctors

Public relations professionals_Public relations professionals_“Interest aggregations”

AgendaMediática

AgendaPública

AgendaPolítica

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AGENDA-SETTING THEORYAgendamento

Who is most affected by the media agenda?

Those susceptible have a high need for orientation

Need for orientation arises from:

- high relevance

- uncertainty

A Teoria do Agendamento – McCombs e Shaw

Two levels of agenda-setting:

1 Salience_1 Salience

_2 Framing

“The media tell us not just what to think about, but how to think about it.”

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AGENDA-SETTING THEORYAgendamento

Framing: transferring the salience of attributes

Media influence the way we think

... sobre o que pensamos...

... o que pensamos...

... como pensamos...

A Teoria do Agendamento – McCombs e Shaw

“Throughout the last decade, McCombs has emphasized that the media influence the way we think.”

sobre o que pensamos como pensamos…sobre o que pensamos… …como pensamos…

_FRAMING

_”A media frame is the central organising idea for news content that supplies a context and suggests what the issue is through the use of selection, emphasis, exclusion and elaboration.”

_”Media not only set an agenda but also transfer the salience of _ y gspecific attributes to issues, events or candidates.”

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AGENDA-SETTING THEORYAgendamento

F i t f i th li f tt ib tFraming: transferring the salience of attributes

Media influence the way we think

Central organizing idea for news content: context, selection, emphasis, exclusion, and elaboration.

Media not only set an agenda but also transfer the salienceMedia not only set an agenda but also transfer the salienceof specific attributes to issues, events, or candidates.

A Teoria do Agendamento – McCombs e Shaw

“The media may not only tell us what to think about, they also may tell us how to think about it, and perhaps even what to do

about it.”

“Some findings suggest that media priorities affect people’s behaviour.”

_Agenda-melding function of the media:Affects the way people identify with groups and join themAffects the way people identify with groups and join them

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A Teoria do Agendamento – McCombs e Shaw

Conclusions

_McCombs has considered agenda-setting a theory of limited media effects but framing reopens the possibility of a powerful effects model.

_The term framing has been used in media studies in diverse and often contradictory ways

_The agenda-setting theory reminds us that news stories are inherently artificial.