Agenda-setting function of mass media


In our days life the media plays an important role in sharpening our politics and politicians. A reader or a listener does not only learn concerning a given issue but also the advantage of attaching that issue just within content of information in a news story and the position it plays. The media may come up with the agenda of the campaign depending on what the politicians say during the campaign season. We have seen in our societies that the politicians go to their people who support them via the mass media rather than going in persons. They give pledges, stories and promises which some of them are not one hundred percent to be completed. We as the voters, what we get from the politicians come to us as second or third from the other people or from the mass media (Weaver, 2006). It is hard to conclude that the mass media changes the attitudes of the people or the voters from the campaign.

But it is true that during campaign we do learn from the availability of huge information. It is also true that the majority of people put much of their attention to the political information of the mass media. The study of 2006 England’s elections shows that those people who posses a greatest mass media exposure is prone to know whether the candidate he or she have chosen stands on a different issue. According to Lang and Lang when he focused on the agenda setting of the media, he noted and concluded that the attention of certain issues is always being forced by the media to their listeners whereby they tend to build the public images of the figures of politics. They are the one to direct people on the things they should think about, the things they should know and the things they should have feelings on. Even though the mass media. While the mass media might have little power on the direction or concentration of approaches it is imagined that the mass media set the agenda for both political campaign, manipulating salience of attitudes on the way to the political concerns.


Data Analysis between Humphrey and Nixon

In 1968 presidential campaign, the agenda setting ability of the mass media was investigated. The attempt was to look at the key issues of the campaign with the help of the mass media. The investigation was conducted in the Chapel Hill whereby the voters were selected randomly from the various aspects of life such as economically, socially and racially representative of the society. The 100 interviews were completed between the month of 18th September and 6th of October of the same year.








Likely to win









Table1: Data Analysis between Humphrey and Nixon (Weaver, 2006).


The results indicated that Humphrey was much concerned with all the aspects of life facing his people. On the other hand, Nixon is said to be much racial and less concerned with the issues affecting the people. Therefore the mass media concluded that Humphrey was likely to take the presidential post which later they passed to people concerning the information. The voters were satisfied with the findings they were given by the media.  This is clear indication that the voter’s conclusions reflects on the compound of the mass coverage. The suggestion is that they spend much attention to all the political news in spite of whether it is from any particular favorable candidate.

Swing Politics in Ohio

One more Republican gerrymander which lastly broke in 2008, Democrats are protecting a constricted preponderance. Term restrictions will give Republicans a shot at ten open Democratic seats, and many freshmen are also up. Converging matters for the Democrats is Governor Ted Strickland's drop in recognition; they do not have a 60-38 boundary to back them up this time (White, 2010).

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