Agenda Setting

Agenda setting was established by McCombs and Shaw in 1972. Agenda setting is the ability for news media to influence certain news stories through the way they frame, prime and cultivate words. The three types of agenda setting are framing, priming and cultivating.  Framing is the process by which journalists deliberately and innocently present certain aspects of a news event in order to make their report of that event readily accessible to readers. Priming is done over a period of time. In the media, journalists prime readers to expect from officials. Because of media coverage, media priming is associated with attitudes. These are attitude toward war the president, etc. The third is cultivation Cultivation is a  heavy user of primetime news. Through cultivation a person is more likely to believe that downtown livers will mug you. They are more likely to believe that a minority race are violent. It’s a long-term effect, individual attitude that is cultivated over time. Priming is a public opinion in how an individual will respond.