MEDIA TEN RW Strategic Media Intelligence 三@□NEWS Mass Media Effects and Uses "To find something comparable,you have to go back 500 years to the printing press,the birth of mass media Technology is shifting power away from the editors,the publishers,the establishment,the media elite.Now it's the people who are taking controRupert Murdoch,qod in Wired,July 2006 Agenda setting 主讲教师：王积龙
Mass Media Effects and Uses Agenda setting 主讲教师：王积龙
COULD YOU HURRY AND FINP A CURE FOR CANCER? THAT WOUL BE SD MUCH EASIER THAN PREVENTION Agenda setting theory theory that the mass-news media have a large influence on audiences by their choice of what stories to consider newsworthy and how much prominence and space to give them. Agenda-setting theory's central axiom is salience transfer,or the ability of the mass media to transfer importance of items on their mass agendas to the public agendas. MEDIA TEN RW Strategic Media Intelligence E自回NEWS
Agenda setting theory The Agenda-setting theory is the theory that the mass-news media have a large influence on audiences by their choice of what stories to consider newsworthy and how much prominence and space to give them. Agenda-setting theory’s central axiom is salience transfer, or the ability of the mass media to transfer importance of items on their mass agendas to the public agendas
Agenda Setting It may not be successful much of the time in telling people what to think,but it is stunningly successful in telling its readers what to think
Agenda Setting It may not be successful much of the time in telling people what to think, but it is stunningly successful in telling its readers what to think
Drug Problem(1985-1989)in the USA. 60 566056050 Data from CBS/New York Times Polls 2e-18501 8091-88600mn %1-6861 AJenuer 15 9481-7953576m 10 19668-2961/9 5 g:0-796106nun 1985 1986 1987 1988 1989 Year 1990 Figure I1.I Percentage of respondents who said drugs are the most important problem facing the country today.Source:From J.Bare,"The War on Drugs:A Case Study in Opinion Formation,"The Public Perspective,November/December,1990,p.31.The Public Perspective,a publication of the Roper Center for Public Opinion Research,University of Connecticut,Storrs.Reprinted by permission
Drug Problem(1985-1989)in the USA
Drug Problem(1985-1989)Washington post. 600 500 475 450 425 400 21 375 Drug war stories 350 seuoIS JeM 6nua o JaqwnN 325 225 200 175 150 125 100 25 0 1988 1989 1990 1983 1984 1985 1986 1987 Year Figure 11.2 Drug war stories in the Washington Post.Source:From J.Bare,"The War on Drugs:A Case Study in Opinion Formation,"The Public Perspective,November/December,1990, p.31.The Public Perspective,a publication of the Roper Center for Public Opinion Research. University of Connecticut,Storrs.Reprinted by permission
Drug Problem(1985-1989)Washington post