Editing Agenda-setting theory (section)

== Three models of agenda-setting ==
{{anchor | Model | Models }}
{{see also|Mass communication#Field of study|Influence of mass media|Schema (psychology)}}

Three models describe the agenda-setting process:<ref name="McCombs-1976">{{cite report |id={{ERIC|ED132575}} |last1=McCombs |first1=Maxwell E. |date=1976 |title=Agenda-Setting Research; A Bibliographic Essay }}</ref>

# "Awareness model"
# "Priorities model"
# "Salience model"

The research on the effect of agenda-setting compares the salience of issues in news content with the public perceptions of the most important issue. Then it analyses the extent of influence by guidance of the media. There are three models proposed by Max McCombs: the ''"awareness model"'', the ''"priorities model"'' and the ''"salience model"''. Most investigations are centered on these three models.<ref name="Rogers 1988 555–594">{{cite journal |last=Rogers |first=E |author2=Dearing, J |year=1988 |title=Agenda-setting research: Where has it been, where is it going? |journal=Communication Yearbook |volume=11 |pages=555–594}}</ref>

=== Awareness model ===
The awareness model proposes that an issue is on an individual’s agenda because they have seen it in the media. If the media does not report on an issue or topic, then it will most likely not be thought about by an individual.<ref name="McCombs-1976" /> For example, if the media reports on Topic X, an individual is more likely to be aware of Topic X over Topic Y.

=== Priorities model ===
The priorities model is a way of looking at the process that explicitly describes where our priorities lie. The issues the media prioritizes will likely be prioritized by the individuals as well.<ref name="McCombs-1976" /> For example, if the media reports on Topic X, an individual will care about Topic X and its updates (even if Topic Y is more pressing, it is not being reported on).

=== Salience model ===
The salience model lies somewhere in between the awareness model and the priorities model. In this model, individuals’ agendas do not exactly reflect the media’s agendas.<ref name="McCombs-1976" /> However, some issues or topics that are consistently presented in the media will appear at the top of individuals’ agendas. For example, if the media reports on Topic X, an individual will care about Topic X to a lesser extent than the media cares.

Most research on agenda-setting are based on the following:<ref name="Dearing 1988 555–5942"/><ref name="Rogers 1988 555–594" />

# the press and the media do not reflect reality; they filter and shape it;
# media concentration on a few issues and subjects leads the public to perceive those issues as more important than other issues.