Agenda-Setting (Communication Concepts) by James W. Dearing

By James W. Dearing

What's the significant social challenge within the information this present day? Who made it so vital? Social matters which are well known at the media schedule frequently call for cognizance at the public time table, and in flip circulation quick up the coverage schedule, growing coverage adjustments. in line with examine of up to date social concerns that experience hit the headlines - together with the warfare on medications, drink-driving, the Exxon Valdez oil spillage, AIDS and the Ethiopian famine - this e-book offers very important theoretical and sensible insights into the agenda-setting strategy and its position in effecting social swap.

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The government thus became deeply involved, and so AIDS became a political issue. S. mass media agenda in mid-1985, maintain such a prominent posiHon in the face of competition from other important issues? The 6,694 news stories about AIDS were coded into 13 story themes, such as children with AIDS, public figures with AIDS, biomedical research findings, discrimination aga inst individuals with AIDS, and so on. Analysis of the 13 AIDS themes shows that as any particular theme faded on the national agenda, another of the themes rose to take its place.

Identifica tion of the virus (HIV) that causes AIDS was announced in March 1984. • A blood lest for lilV antibodies was first reported in January 1985. s. media had created a sharp increase in public awareness of the disease during 1983 and 1984, and had begun to correct the wide· spread mispcrceptions about methods of HIV transmission such as toilet seats and mosquito bites. How was AIDS framed in the mass media? We identified four eras in the media coverage of AIDS; an Initial Era, a Science Era, a Human Era, and a Political Era.

Agenda. Back in early 1984, these two drought-plagued countries were hard hit by starvation. In Ethiopia, more than 6 million people were trekking to government feeding stations. In Northeast Brazil, 24 million pro. pie were facing the worst drought in 200 years. International food relief agendes such as the British-based charity Oxfam saw the two problems of Ethiopia and Brazil as roughly comparable (Boot, 1985). Why did the Ethiopian fa mine get on the agenda but not the Brazilian diSaster? 'Came one of the major news stories of the yea r in 1964 because it attracted television reporters whose broadcasts led to immense donations for food relief from the public.

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