Monday, February 16, 2009

Agenda Theory/Framing

Sorry for the inconvenience of late post. To make a long story short, due to some 'technical difficulties' I had to re-write the post after a late class.

Agenda setting theory is in some ways related to cultivation theory in that it is based around how media, for lack of a better term ‘Warps’ the viewers mind, except in Agenda theory, it is intentional. To start one has to understand that the theory is for the most part broken down into two aspects, where the media, through use of subconscious techniques, tells you what you should be thinking (Agenda Setting) and how you should be thinking about it (Framing).

First lets talk Agenda Setting. The best example for this is news stations, and what they choose to broadcast. A common trait is pushing lots of negative stories to spread fear in the minds of the people watching. By showing these stories people want to hear and know more about similar events, so that is what the media gives them. Agenda setting has a lot to do with not only what the broadcast wants to show but also the relationship of that and what the people want to see.

The second aspect is framing which is where the media, and above all the news tell people how to think about things. Fox news and MSNBC could receive the same exact information on a story but convey the information in entirely different ways, almost convincing the viewers of their politically influenced view on the topic.

In the following clip from The Daily Show, host Jon Stewart points out some rather in your face examples of news networks using framing.

No comments:

Post a Comment