According to ancient proponents of the theory (Marx McCombs and Donald Shaw), the media set the schedule for all discussions in the society based on the Agenda setting theory. Agenda-setting theory suggests that the media is a powerful instrument used by the networking, to shape public opinion regarding events taking place in society. The media set the agenda for debate in politics, science, and socio-economic issues. The media have the capacity to tell the society about the issues that are applicable. The issues might not be necessary to the lives of the taxpayers at the moment.
The media also create public awareness on certain core problems that impact the society. Typically, the press and the media don’t reflect the reality of the society. The core issues on the press depend on their vital interests regarding specific politicians and socio-economic problems which need to be presented to the general public. The media and the media guarantee that they filter and shape reality based on their own interests or the attention of politicians that are popular from the society. In particular, the press and the media focus on certain issues so that the public can view such issues as more crucial than other troubles.
Media houses and each press has different abilities in shaping public opinion or placing the schedule. Agenda-setting concept becomes applicable since it helps the public to comprehend the use of the press and media in politics and other communicating systems. The press and the media affects thought patterns of men and women in the society. The capacity to inform people about what to think areas the networking as a highly effective instrument manipulated by politicians for their own advantage.
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