Therefore agenda setting is used for many purposes to establish the media agenda and to retrieve the opinion of the public. As stated by McCombs, Maxwell and Donald (1977, p.39) agenda setting is very important in the political aspect because the public agenda influences the policy agenda which means that candidates will try to focus on issues that the public wants to hear about. In conclusion the agenda setting theory has many beneficial uses in our society and it is part of our communication.
During our lecture with Chris, we were asked to solve a problem about country ’X’. From the problems, the agenda that can lead into solving the problems are government agenda and the public agenda.
1. Government agenda
a) Frame amplification : Focus on spitting and urination as unhealthy and may affect the economy.
b) Frame extension : Decrease of pollution will happen if healthy lifestyles are practiced.
c) Frame bridging : If urination and spittinh can be decreased by the government, foreign companies will invest and therefore, increase budget for health and education.
2. Public agenda
a) Frame amplification : Focus on the improvement of children’s education and its benefits.
b) Frame extension : Extend the importance of education, where this can help improve the economy of the country.
c) Frame bridging : By providing proper education for children, this can decrease crime activities, and eventually will improve the economy,.
References :
Littlejohn, S. W. (2002). Theories of Human Communication.(7th edition). New Mexico : Wadsworth
McCombs, Maxwell E, and Donald, L. S. (1977).The Emergence of American Political Issues. New York : West Publishing Company
Griffin, E. (2009). A first look at communication theory. New York: The McGraw-Hill Companies
Aziimah binti Othman (11B8111)
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