Agenda-setting theory

Agenda-setting theory suggests that the communications media, through their ability to identify and publicize issues, play a pivotal role in shaping the problems that attract attention from governments and international organizations, and direct public opinion towards specific issues. The theory suggests that the politician and journalists can shape public opinion through media by determining what issues are given the most attention, and has been widely studied and applied to various forms of media. The way news stories and topics that impact public opinion are presented is influenced by the media. It is predicated on the idea that most individuals only have access to one source of information on most issues: the news media. Since they establish the agenda, they may affect how important some things are seen to be.

The agenda-setting by media is driven by the media's bias on things such as politics, economy and culture, etc. Audiences consider an issue to be more significant the more media attention it receives (issue saliency). For instance, even if readers do not have strong feelings about immigration, they will believe that it is a pressing problem at the time if there is consistent journalistic coverage of it over the period of a few months.

The theory has two core assumptions. The first is that it is the media that controls the reality. The media does not report the reality but instead filters and shapes it. The second assumption is that it is the media that gives importance or saliency to its topics as the more likely the media focuses on certain issues, the more likely the public perceive such issue as important and therefore demands action.

The agenda-setting theory can be reflected in the awareness model, priorities model, and salience model. The media's agenda-setting influences public agenda which in turn influences policy agenda building. There have been three theorized levels for agenda-setting theory that have developed over time: first-level, second-level, and third-level.

Gatekeeping: In order to explain how agenda setting functions in the real world it is important to focus on the concept of gatekeeping. Before issues are released to the public and gain traction they must be approved through the editorial decision-making process. The role of an editor can vary but often the "editors are the main gatekeepers of media itself. The news media decides 'what' events to broadcast and show through the media 'gates' on the basis of 'newsworthiness'". This process describes when media professionals who work for news organizations decide which issues will receive the most attention and how much traction as well as which perspectives are included and excluded from the coverage. Gatekeeping is what shapes the media from the very begging and influence issues that become the most accessible to the public.