Agenda-setting is the creation of public awareness and concern of salient issues by the news media. As well, agenda-setting describes the way that media attempts to influence viewers, and establish a hierarchy of news prevalence.

The media plays a crucial role in shaping public opinion and influencing the agenda of society. Media outlets have the power to prioritize certain issues and topics, while neglecting others. This ability to set the agenda is a significant aspect of media's impact on society.



The concept of media setting an agenda is based on the Agenda-Setting Theory. This theory suggests that the media has the power to influence the importance and salience of issues in the minds of the public. Media outlets can determine what subjects are discussed and how they are framed, ultimately shaping public perception.



1. Selection and Gatekeeping:
Media outlets have the authority to choose which stories and topics to cover and which ones to ignore. This selection process is influenced by various factors such as newsworthiness, public interest, and editorial judgment. Editors and journalists act as gatekeepers in deciding what information reaches the public.

2. Framing:
Framing refers to the way in which media presents information, including the language, tone, and context. By framing a story in a particular way, the media can shape public understanding and perception of the issue. Different frames can evoke different emotional responses or emphasize certain aspects of the story.

3. Agenda Building:
Media outlets can actively build an agenda by consistently covering and highlighting specific issues. When a topic receives continuous attention from the media, it becomes more prominent in the public consciousness. This can lead to increased public awareness and discussion of the issue.



1. Issue Salience:
Media agenda setting influences which issues the public considers important. By giving extensive coverage to particular topics, the media can make them appear more significant than others. This can lead to increased public attention and engagement with those issues.

2. Public Perception:
Media framing can shape how the public views and understands an issue. By presenting information from a specific angle or emphasizing certain aspects, the media can influence public opinion and attitudes towards a particular subject.

3. Policy Priorities:
Media agenda setting can also influence policy priorities. When the media consistently covers certain issues, policymakers may feel pressured to address them due to public demand and pressure. This can lead to policy changes and initiatives in response to the media agenda.



The media's ability to set the agenda is a powerful tool for shaping public opinion and influencing societal discussions. By selecting, framing, and consistently covering specific issues, the media can prioritize certain topics and shape public perception. Understanding the agenda-setting process is crucial for media consumers to critically analyze the information they receive and be aware of the potential biases and influences at play.