Agenda Setting Theory

What is the agenda setting hypothesis? 

• level 1: issue salience(prioritizing some topics over others) 
  Level 2: framing an issue's attributes
• people willing to let media shape thinking when a high need for orientation exists 
• mass media have ability to transfer the salience of issues on their news agenda to the public agenda

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Which best describes "public agenda"? 

• It is most important public issues, measured by public opinion surveys. 
• These are the people who are willing to let media shape their thinking when a high need for orientation exists. 
• This refers to the pattern of news coverage across major print and broadcast media, measured by prominence and length of stories. 

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What are the two levels of agenda setting? 

• Level 1: public need 
  Level 2: media's objective in delivering the news
• level 1: issue salience(prioritizing some topics over others) 
  Level 2: framing an issue's attributes
• Level 1: media agenda
  Level 2: salience

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According to _____________, the media act as a mediator between “the world outside and the pictures in our heads.”

• Maxwell McCombs
• Bernard Cohen
• Walter Lippman

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He said that the press is stunningly successful in telling its readers what to think about.

• Bernard Cohen
• Walter Lippman
• Maxwell McCombs

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A typed media used in mass communication in the form of printed publications.

• New Media
• Broadcast Media
• Print Media

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A form of media that is also known as the World Wide Web

• Broadcast Media
• Print Media
• New Media

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This term refers to "the airborne transmission of electromagnetic audio signals (radio) or audio visual signals (television) that are readily accessible to a wide population via standard receivers". 

• broadcasting
• calling
• recording

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This refers to a series of SYMBOLS put together. 

• Receivers
• Medium
• Message

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Messages always have ________ or interpreters. 

• observers
• senders
• receivers

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