Agenda-setting

AGENDA SETTING THEORY

TYPOLOGY OF MEDIA EFFECTS INTENTIONALITY Planned Effects

• Propaganda • Individual response

TIME

• Media campaign • News learning • Framing • Agenda Shor t term

• Diffusion in development • News diffusion • Diffusion of innovation • Distribution of knowledge

setting • Social control • Socialization • Individual reaction • Collective reaction • Media violence

• Event outcomes • Reality

Unplanned Effects

defining • Institutional change • Cultural change

Long term

TYPOLOGY OF MEDIA EFFECTS  Agenda-setting Proses

dimana perhatian diberikan pd item2/ isu2 dlm liputan media mempengaruhi urutan tatanan kesadaran publik pd isu2 & atribusi yg signifikan

 Framing Pengaruh

pd publik pd news angles, kerangka tafsir & ‘spin’ yg mengkontekstualisasikan peristiwa2 & laporan2 berita

TEORI AGENDA-SETTING  

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MAXWELL MC COMBS & DONALD SHAW Pokok pemikiran teori ini berkaitan dg fungsi belajar dr media massa. Diasumsikan bahwa khalayak tidak hanya mempelajari isu-isu pemberitaan, tp jg mempelajari seberapa besar arti penting diberikan pd suatu isu atau topik berdasarkan cara media massa memberikan penekanan thdp isu atau topik tsb Hal-hal yg dipandang penting oleh media, kemudian dipandang penting jg oleh khalayak. Dengan kata lain agenda media kemudian menjadi agenda khalayak/ publik Efek agenda-setting  

Level 1: agenda-setting (what to think) Level 2: priming (how to think about)

TEORI AGENDA-SETTING ISSUES

DIFFERENTIAL MEDIA ATTENTION

CONSEQUENT PUBLIC PERCEPTION OF ISSUES

X1

X1

X2

X2

X3

X3

X4

X4

X5

X5

X6

X6

AGENDA MEDIA

AGENDA PUBLIC

TEORI AGENDA-SETTING GATEKEEPERS & INFLUENTIAL MEDIA

Rogers & Dearing’s model of differential agendasetting PERSONAL EXPERIENCE & INTERPERSONAL

MEDIA AGENDA

PUBLIC AGENDA

POLICY AGENDA

REAL-WORLD INDICATORS OF THE IMPORTANCE OF AN AGENDA ISSUES OR EVENT

FRAMING THEORY (Norris, Kern, Just, 2003)

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The essence of framing is selection to prioritize some facts, images, or developments over others, thereby unconsciously promoting one particular interpretation of events News frame  refers to interpretive structures that journalists use to set particular events within their broader context  Bundles key concepts, stock phrases, & iconic images to reinforce certain common ways of interpreting developments

MODEL PROSES FRAMING TERORISME

S o c i a l C u l t u r e

Governmen t frame

Terrorist event

Personal experience & interpersonal communications

NEWS FRAME

Public opinion

Group frame

Real-world indicators

(Norris, Kern, Just, 2003)

Policy agenda

MEDIA PRIMING  Priming  The

link between agenda-setting effects & the subsequent expression of opinions about public figures or other objects  The psychological basis of priming is the selective attention of the public. People do not & cannot pay attention to everything  Refers to the effect of some preceding stimulus or events on how we react, broadly defined, to some subsequent stimulus  Media priming --- the effects of the content of the media on people’s later behavior or judgments related to the content

TERIMA KASIH