Editing Agenda-setting theory (section)

== Application of agenda-setting theory for the study of various topics ==
=== In the United States ===

==== Use of Twitter in political agenda setting ====
Agenda setting theory has been particularly useful in the analysis of politicians’ use of social media in the United States. A 2016 study of several thousand tweets from U.S. Governors used the first two levels of agenda-setting theory (issue level and framing) in order to better understand how politicians used Twitter as a platform.<ref name="Yang-20162">{{Cite book |last1=Yang |first1=Xinxin |title=Social Informatics |last2=Chen |first2=Bo-Chiuan |last3=Maity |first3=Mrinmoy |last4=Ferrara |first4=Emilio |year=2016 |isbn=978-3-319-47879-1 |series=Lecture Notes in Computer Science |volume=10046 |pages=330–344 |language=English |chapter=Social Politics: Agenda Setting and Political Communication on Social Media |doi=10.1007/978-3-319-47880-7_20 |arxiv=1607.06819 |s2cid=2647723}}</ref> The research found that Democrats and Republicans used Twitter in nearly equal amounts to communicate their agendas, but Democrats were not as aligned in the agendas they prioritized.<ref name="Yang-20162" /> A later study found that newspapers and Twitter have a reciprocal relationship when it comes to predicting national policy issues during elections.<ref>{{cite journal |last1=Conway-Silva |first1=Bethany A. |last2=Filer |first2=Christine R. |last3=Kenski |first3=Kate |last4=Tsetsi |first4=Eric |title=Reassessing Twitter's Agenda-Building Power: An Analysis of Intermedia Agenda-Setting Effects During the 2016 Presidential Primary Season |journal=Social Science Computer Review |date=August 2018 |volume=36 |issue=4 |pages=469–483 |doi=10.1177/0894439317715430 }}</ref>

====Non-political application====
McCombs and Shaw originally established agenda-setting within the context of a presidential election and there have been numerous studies regarding agenda setting and politics. However, more recently scholars have been studying agenda setting in the context of brands. The theory can also be applied to commercial advertising, business news and corporate reputation,<ref>Carroll, C. E. (2004). How the Mass Media Influence Perceptions of Corporate Reputation: Exploring Agenda-setting Effects within Business News Coverage. (Unpublished doctoral dissertation), The University of Texas at Austin, Austin, Texas.
Carroll, C. E. (2011). Corporate reputation and the news media: Agenda setting within business news in developed, emerging, and frontier markets. New York: Routledge.
.</ref> business influence on federal policy,<ref>Berger B. (2001). [http://www.asc.upenn.edu/usr/ogandy/C45405%20resources/Berger%20private%20issues.pdf Private Issues and Public Policy: Locating the Corporate Agenda in Agenda-Setting Theory] {{webarchive|url=https://web.archive.org/web/20110716120634/http://www.asc.upenn.edu/usr/ogandy/C45405%20resources/Berger%20private%20issues.pdf |date=2011-07-16 }}.</ref> legal systems, trials,<ref>Ramsey & McGuire, 2000</ref> roles of social groups, audience control, public opinion, and [[public relations]].
* '''Agenda-setting in business communication''': Corporate ranking systems have an agenda setting effect; when a business is highly ranked in these systems they are often displayed in the news media, which in turn keeps them in the minds of the public.<ref>{{cite journal |last1=Carroll |first1=Craig E |last2=McCombs |first2=Maxwell |title=Agenda-setting Effects of Business News on the Public's Images and Opinions about Major Corporations |journal=Corporate Reputation Review |date=April 2003 |volume=6 |issue=1 |pages=36–46 |doi=10.1057/palgrave.crr.1540188 |url=http://americanae.aecid.es/americanae/es/registros/registro.do?tipoRegistro=MTD&idBib=3937789 }}</ref>
* '''Agenda-setting in advertising''': Ghorpade demonstrated media's agenda-setting can "go beyond the transfer of silence to the effect of intended behavior" and is thus relevant to [[advertising]].<ref>{{cite journal | last1 = Ghorpade | first1 = Shailendra | year = 1986 | title = Agenda setting: A test of advertising's neglected function | journal = Journal of Advertising Research | volume = 26 | issue = 4| pages = 23–27 }}</ref>
* '''Agenda-setting in interpersonal communication''': Those who rely on mass media for news influence those who mostly rely on [[interpersonal communication]] in regards to agendas.<ref name="Yang-2003">{{cite journal |last1=Yang |first1=Jin |last2=Stone |first2=Gerald |year=2003 |title=The powerful role of interpersonal communication in agenda setting |journal=Mass Communication and Society |volume=6 |issue=1 |pages=57–74 |doi=10.1207/s15327825mcs0601_5 |s2cid=59422932}}</ref> One study found that even those who rely on interpersonal communication for their news still share the same agenda that is prolific in the news media due to peers disseminating that agenda.<ref name="Yang-2003" />
* '''Agenda-setting in [[health communication]]''': Ogata Jones, Denham and Springston (2006) studied the mass and interpersonal communication on [[breast cancer]] screening practice and found that mass media is essential in "setting an agenda for proactive health behaviors". Women who were directly or indirectly exposed to news articles about breast cancer tended to conduct more frequent screenings than those had not read such articles.<ref>{{Cite journal|title = Effects of Mass and Interpersonal Communication on Breast Cancer Screening: Advancing Agenda-Setting Theory in Health Contexts |last1 = Ogata Jones |first1 = Karyn |last2 = Denham |first2 = Bryan E. |last3 = Springston |first3 = Jeffrey K.|date = February 2006 |journal = Journal of Applied Communication Research |doi = 10.1080/00909880500420242 |issn = 0090-9882 |pages = 94–113 |volume=34|s2cid = 216151847 }}</ref> Additional research shows that effectively using social media platforms encourages health promotion and intervention as opposed to the traditional communicative strategies.<ref>{{Cite journal |last1=Albalawi |first1=Yousef |last2=Sixsmith |first2=Jane |date=2015-11-25 |title=Agenda Setting for Health Promotion: Exploring an Adapted Model for the Social Media Era |journal=JMIR Public Health and Surveillance |language=EN |volume=1 |issue=2 |pages=e5014 |doi=10.2196/publichealth.5014 |pmc=4869225 |pmid=27227139 |doi-access=free }}</ref>
* '''Agenda setting and non-profit organizations''': A study done in 2013 on the correlation between media coverage of natural disasters, the public’s attention to the disaster, and donations to [[Nonprofit organization|non-profit organizations]] for disaster relief showed a strong positive correlation between media coverage and public response to the disaster.<ref>{{cite journal |last1=Waters |first1=Richard D. |title=Tracing the Impact of Media Relations and Television Coverage on U.S. Charitable Relief Fundraising: An Application of Agenda-Setting Theory across Three Natural Disasters |journal=Journal of Public Relations Research |date=August 2013 |volume=25 |issue=4 |pages=329–346 |doi=10.1080/1062726X.2013.806870 }}</ref>

===Study of topics outside the U.S.===
====Europe====
In Europe, agenda-setting theory has been applied in a similar way to research in the United States.<ref>{{Cite journal | last = Peters | first = B. Guy | title = Agenda-setting in the European community | journal = [[Journal of European Public Policy]] | volume = 1 | issue = 1 | pages = 9–26 | doi = 10.1080/13501769408406945 | date = June 1994 }}</ref><ref>{{Cite journal | last = Princen | first = Sebastiaan | title = Agenda-setting in the European Union: a theoretical exploration and agenda for research | journal = [[Journal of European Public Policy]] | volume = 14 | issue = 1 | pages = 21–38 | doi = 10.1080/13501760601071539 | date = January 2007 | s2cid = 154919688 }}</ref> McCombs and Maxwell also investigated agenda-setting theory in the context of the [[:Category:1995 municipal elections in Spain|1995 regional and municipal elections in Spain]].<ref name="McCombs et al 1997"/>

====China====
Guoliang, Shao and Bowman found that agenda-setting effects in China are not as strong as in the [[Western world]].<ref>{{Cite journal | last1 = Zhang | first1 = Guoliang | last2 = Shao | first2 = Guosong | last3 = Bowman | first3 = Nicholas David | title = What is most important for my country is not most important for me: agenda-setting effects in China | journal = [[Communication Research (journal)|Communication Research]] | volume = 39 | issue = 5 | pages = 662–678 | doi = 10.1177/0093650211420996 | date = October 2012 | s2cid = 1787353 }}</ref>

Another study found that in modern China, internet public opinion has emerged as a rival agenda-setting power to traditional media.<ref name="Luo-2014">{{Cite journal |last=Luo |first=Yunjuan |date=2014-04-30 |title=The Internet and Agenda Setting in China: The Influence of Online Public Opinion on Media Coverage and Government Policy |url=https://ijoc.org/index.php/ijoc/article/view/2257 |journal=International Journal of Communication |language=en |volume=8 |pages=24 |issn=1932-8036}}</ref>

====Japan====
In an analysis of the [[policy]] making process concerning temporary labor migration to [[Japan]], researchers observed how [[Human migration|migrant]] [[advocacy]] [[Advocacy organisation|organizations]] influence public opinion through agenda setting, [[Priming (media)|priming]] and [[Framing (social sciences)|framing]], which had a limiting effect on the impact of other [[interest group]]s.<ref name="Kremers 2014 716">{{cite journal |last1=Kremers |first1=Daniel |title=Transnational Migrant Advocacy From Japan: Tipping the Scales in the Policy-making Process |journal=Pacific Affairs |date=2014 |volume=87 |issue=4 |page=716 |doi=10.5509/2014874715 |url=https://pacificaffairs.ubc.ca/articles/transnational-migrant-advocacy-from-japan-tipping-the-scales-in-the-policy-making-process/|url-access=subscription }}</ref>

====Saudi Arabia====
A 2015 study found that social media is influential in the setting of the public agenda due to widespread dissemination and facilitation of the agendas of individuals.<ref>{{Cite journal |last1=Albalawi |first1=Yousef |last2=Sixsmith |first2=Jane |date=2015-11-25 |title=Agenda Setting for Health Promotion: Exploring an Adapted Model for the Social Media Era |journal=JMIR Public Health and Surveillance |language=en |volume=1 |issue=2 |pages=e21 |doi=10.2196/publichealth.5014 |issn=2369-2960 |pmc=4869225 |pmid=27227139 |doi-access=free}}</ref>

=== Future research topics (presently understudied) ===
{{anchor | Influence | Factors }}
{{see also | Framing effect (psychology) | l1= Framing effect | Schema (psychology) | l2= Schema }}

==== Empowerment-of-masses and decentralizing impact of Internet ====
{{anchor | Internet }}
{{see also | Internet influences on communities }}

The advent of the Internet and social networks give rise to a variety of opinions concerning agenda-setting effects online. Some have claimed that the power of traditional media has been weakened.<ref>{{cite journal |last1=Meraz |first1=Sharon |year=2011 |title=The fight for 'how to think': Traditional media, social networks, and issue interpretation |journal=Journalism |volume=12 |issue=1 |pages=107–127 |doi=10.1177/1464884910385193 |s2cid=145628571}}</ref><ref>{{cite journal |last1=Wallsten |first1=Kevin |year=2007 |title=Agenda setting and the blogosphere: An analysis of the relationship between mainstream media and political blogs |journal=Review of Policy Research |volume=24 |issue=6 |pages=567–587 |doi=10.1111/j.1541-1338.2007.00300.x}}</ref> Others think that the agenda-setting process and its role have continued on the Internet, specifically in electronic bulletin boards.<ref>{{cite journal |last1=Roberts |first1=Marilyn |last2=Wanta |first2=Wayne |last3=Dustin Dzwo |first3=Tzong-Horng |year=2002 |title=Agenda setting and issue salience online |journal=Communication Research |volume=29 |issue=4 |pages=452–465 |doi=10.1177/0093650202029004004 |s2cid=16457943}}</ref> Popular handles on social media sites such as Twitter can choose what they want their followers to see. Users can also choose which accounts they want to follow and news they want to see on any social media platform. While some theorize that the rise of social media will bring a downfall to journalists' ability to set the agenda, there is considerable scholarship to counterbalance this form of thinking.<ref>{{Cite journal |last=Thomas |first=Ryan J |date=2017-02-12 |title=Book Review: Jeffrey C Alexander, Elizabeth Butler Breese and María Luengo (eds) The crisis of journalism reconsidered: Democratic culture, professional codes, digital futureAlexanderJeffrey CBreeseElizabeth ButlerLuengoMaría (eds) The crisis of journalism reconsidered: Democratic culture, professional codes, digital futureNew York, NY: Cambridge University Press, 2016. 298 pp. ISBN 9781107448513 |journal=Journalism: Theory, Practice & Criticism |language=en |volume=18 |issue=7 |pages=927–929 |doi=10.1177/1464884917692894 |s2cid=151614150}}</ref>

Traditional media such as newspapers and broadcast television are "vertical media" in which authority, power and influence come from the "top" and flow "down" to the public. Nowadays vertical media is undergoing rapid decline with the growing of "horizontal media" – new media enables everyone to become a source of information and influence, which means the media is "distributed horizontally instead of top-down".<ref>{{Cite web |date=4 October 2013 |title=As Digital Media Gets 'Horizontal,' It Acts More Like Local Businesses {{!}} Street Fight |url=http://streetfightmag.com/2013/10/04/as-digital-media-gets-horizontal-it-acts-more-like-local-businesses/ |access-date=2015-11-05}}</ref>

==== Agenda-melding ====
{{anchor|Melding|Agenda-melding}}

{{see also|Value_(ethics)#Cultural_values|Herd behavior|Conflict resolution|Agenda building|l1=Cultural values}}

Agenda-melding focuses on how individuals join groups and blend their agendas with the agendas of the group. Groups and communities represent a "collected agenda of issues" and "one joins a group by adopting an agenda". Now with the ease of access to media, people form their own agendas and then find groups that have similar agendas that they agree with.<ref name="Ragas2">{{cite journal |last=Ragas |first=Matthew |author2=Marilyn Roberts |year=2009 |title=Agenda Setting and Agenda Melding in an Age of Horizontal and Vertical Media: A New Theoretical Lens for Virtual Brand Communities |journal=Journalism & Mass Communication Quarterly |volume=86 |issue=1 |pages=45–64 |doi=10.1177/107769900908600104 |issn=1077-6990 |s2cid=143340497}}</ref>

The advances in technology have made agenda-melding accessible for people to develop because there is a wide range of groups and individual agendas. The Internet makes it possible for people all around the globe to find others with similar agendas and collaborate with them. In the past agenda setting was limited to general topics and it was geographically bound because travel was limited.<ref name="Ragas2" />

==== Agenda-cutting ====
One concept in the context of agenda-setting theory is the concept of agenda-cutting. Colistra defines agenda-cutting as the attempt to direct attention away from relevant issues “(1) by placing an item low on the news agenda (burying it), (2) by removing it from agenda once it is there, or (3) by completely ignoring it by never placing it on the agenda in the first place”.<ref>{{cite journal |last1=Colistra |first1=Rita |title=Shaping and Cutting the Media Agenda: Television Reporters' Perceptions of Agenda- and Frame-Building and Agenda-Cutting Influences |journal=Journalism & Communication Monographs |date=June 2012 |volume=14 |issue=2 |pages=85–146 |doi=10.1177/1522637912444106 }}</ref> Agenda-cutting is mainly seen to occur to news issues that are significant and controversial. Agenda-cutting needs to be motivated by the deliberate intention to drop a news issue from the agenda; a case of news omission does not qualify for agenda-cutting but rather constitutes a result of news selection (which tries to differentiate between the relevant and the irrelevant).<ref>{{cite journal |last1=Buchmeier |first1=Yosuke |title=Towards a Conceptualization and Operationalization of Agenda-Cutting: A Research Agenda for a Neglected Media Phenomenon |journal=Journalism Studies |date=25 October 2020 |volume=21 |issue=14 |pages=2007–2024 |doi=10.1080/1461670X.2020.1809493 |url=http://nbn-resolving.de/urn:nbn:de:bvb:19-epub-94798-1 }}</ref>

Despite being first mentioned in the 1980s by Mallory Wober and Barrie Gunter,<ref>{{Cite book |last=Wober |first=J. M. |title=Television and social control |date=1988 |publisher=St. Martin's Press |others=Barrie Gunter |isbn=0-312-01305-1 |location=New York |pages=128 |oclc=16406708}}</ref> agenda-cutting has only been sporadically taken up in scholarly research. One reason for the academic neglect of this concept is seen in the fact that there have been only few empirical investigations on the one hand, while no sufficient theoretical basis has been established on the other. First steps towards conceptualizing and operationalizing agenda-cutting have been put forward by Buchmeier.<ref>{{cite journal |last1=Buchmeier |first1=Yosuke |title=Towards a Conceptualization and Operationalization of Agenda-Cutting: A Research Agenda for a Neglected Media Phenomenon |journal=Journalism Studies |date=25 October 2020 |volume=21 |issue=14 |pages=2007–2024 |doi=10.1080/1461670X.2020.1809493 |url=http://nbn-resolving.de/urn:nbn:de:bvb:19-epub-94798-1 }}</ref>

Other studies shed light on the editorial processes in the newsroom which potentially lead to agenda-cutting.<ref>{{Cite journal |last=Colistra |first=Rita |date=2018 |title=Power Pressures and Pocketbook Concerns: Perceptions of Organizational Influences on News Content in the Television Industry |url= |journal=International Journal of Communication |volume=12 |issue= |pages=1790–1810 |doi= |issn=}}</ref><ref>{{Cite journal |last=Haarkötter |first=Hektor |date=2022 |title=Discarded news. On news enlightenment, agenda cutting, and news ignorance |url=https://journalistik.online/en/paper-en/discarded-news/ |journal=Journalism Research |volume=5 |issue=2 |pages=114–133}}</ref> There are two non-profit media watchdog organizations whose mission is to draw attention to neglected and censored issues in the news: Project Censored<ref>{{Cite web |title=Project Censored |url=https://www.projectcensored.org/ |access-date=2022-08-09 |website=Project Censored |language=en-US}}</ref> in the US and INA (Initiative News Enlightenment)<ref>{{Cite web |title=Die Initiative Nachrichtenaufklärung e.V. - |url=http://www.derblindefleck.de/ |access-date=2022-08-09 |website=www.derblindefleck.de |language=de-DE}}</ref> in Germany.