《传播学导论》课程教学资源（阅读材料）Mass Media Effects and Uses

MEDIA TEN RW Strategic Media Intelligence 三@□NEWS Mass Media Effects and Uses "To find something comparable,you have to go back 500 years to the printing press,the birth of mass media Technology is shifting power away from the editors,the publishers,the establishment,the media elite.Now it's the people who are taking controRupert Murdoch,qod in Wired,July 2006 Agenda setting 主讲教师：王积龙

Mass Media Effects and Uses Agenda setting 主讲教师：王积龙

COULD YOU HURRY AND FINP A CURE FOR CANCER? THAT WOUL BE SD MUCH EASIER THAN PREVENTION Agenda setting theory theory that the mass-news media have a large influence on audiences by their choice of what stories to consider newsworthy and how much prominence and space to give them. Agenda-setting theory's central axiom is salience transfer,or the ability of the mass media to transfer importance of items on their mass agendas to the public agendas. MEDIA TEN RW Strategic Media Intelligence E自回NEWS

Agenda setting theory  The Agenda-setting theory is the theory that the mass-news media have a large influence on audiences by their choice of what stories to consider newsworthy and how much prominence and space to give them. Agenda-setting theory’s central axiom is salience transfer, or the ability of the mass media to transfer importance of items on their mass agendas to the public agendas

Agenda Setting It may not be successful much of the time in telling people what to think,but it is stunningly successful in telling its readers what to think

Agenda Setting It may not be successful much of the time in telling people what to think, but it is stunningly successful in telling its readers what to think

Drug Problem(1985-1989)in the USA. 60 566056050 Data from CBS/New York Times Polls 2e-18501 8091-88600mn %1-6861 AJenuer 15 9481-7953576m 10 19668-2961/9 5 g:0-796106nun 1985 1986 1987 1988 1989 Year 1990 Figure I1.I Percentage of respondents who said drugs are the most important problem facing the country today.Source:From J.Bare,"The War on Drugs:A Case Study in Opinion Formation,"The Public Perspective,November/December,1990,p.31.The Public Perspective,a publication of the Roper Center for Public Opinion Research,University of Connecticut,Storrs.Reprinted by permission

Drug Problem(1985-1989)in the USA

Drug Problem(1985-1989)Washington post. 600 500 475 450 425 400 21 375 Drug war stories 350 seuoIS JeM 6nua o JaqwnN 325 225 200 175 150 125 100 25 0 1988 1989 1990 1983 1984 1985 1986 1987 Year Figure 11.2 Drug war stories in the Washington Post.Source:From J.Bare,"The War on Drugs:A Case Study in Opinion Formation,"The Public Perspective,November/December,1990, p.31.The Public Perspective,a publication of the Roper Center for Public Opinion Research. University of Connecticut,Storrs.Reprinted by permission

Drug Problem(1985-1989)Washington post

Drug Problem(1985-1989)in the USA. 50 229 Data from CBS/New York Tmes Polls 40- 450 425 29 400 -◇Drug war stories 25 EE- 275 25 -986I isnbnv Ob 10 5 2 0 中 1986 25 1987 1988 1989 Year 1990 1983 1984198519861987198819891990 Figure 1.Percentage of respondents who said drugs are the most imporant Year problem facing theoy today.oureFrom Bare,"The War Drugs:A Case Study in pno FoaionThe Public Pesive November/December9.The Pubi Figure 1.2 Drug war stories in the Washington Post Source From Bare."The War on Perspectivea publicationfthe Roper CenterforPublicpn Research,Universiy of Drugs:A Case Study in Opinion Formation,"The Public Perspective,November/December,1990. oneticr.Reprined by permission. 31.The PubliPerppublicon f te Roper Center for PublicOpin Research University of Connecticut,Storrs.Reprinted by permission

Drug Problem(1985-1989)in the USA

The Chapel Hill Study 1968 presidential campaign,Carolina McCombs Shaw in 1972 studied the undecided voters in Chapel Hill. The findings supported an agenda-setting effect.The correlation between emphasis in the media on an issue and voter perception of that issue as important was.967.For minor items,the correlation was.979.As authors point out,these data suggest a very strong relationship between the emphasis placed on different campaign issues by the media and the judgments of voters as to the salience and importance of various campaign topics

The Chapel Hill Study  1968 presidential campaign, Carolina McCombs & Shaw in 1972 studied the undecided voters in Chapel Hill. The findings supported an agenda-setting effect. The correlation between emphasis in the media on an issue and voter perception of that issue as important was .967. For minor items, the correlation was .979. As authors point out, these data suggest a very strong relationship between the emphasis placed on different campaign issues by the media and the judgments of voters as to the salience and importance of various campaign topics

1000 ACCIDENTAL DRUG 500 DEATHS,AGES 15-24 Source:Vital Statistics The Chapel Hill Study 1970 I975 Marijuana 40 DRUG USE AMONG COLLEGE STUDENTS The Agenda- LSD (ever trled) setting theory Source:Gallup Poll The War on Drugs ,1965 1970 1975 Marljuana McCombs Shaw LSD 40 Heroin 1972 ENTRIES Source Readers'Guide 1965 1970 1975 20 DRUGS SEEN AS MOST IMPORTANT 10 NATIONAL PROBLEM Source:Gallup Poll MEDIATEN RW 1965 1970 1975 Strategic Media Intelligence Abb.81:Kontroll-vs.Spiegelungsfunktion (Beniger 1978:445)

 The Agenda￾setting theory The War on Drugs McCombs & Shaw 1972 The Chapel Hill Study

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Agenda Setting in Media

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Agenda Setting in Media