Theory of Mass Communication Political Issues Discussion
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Agenda setting theory
The influence of media affects the presentation of the reports and issues made in the news that affects the public mind. The news reports make it in a way that when a particular news report is given importance and attention than other news the audience will automatically perceive it as the most important news and information are given to them. The priorities of which news comes first and then the next are set by the media according to how people think and how much influence will it have among the audience.
Agenda setting occurs through a cognitive process known as “accessibility”. Media provides information which is the most relevant food for thought, portraits the major issues of the society and reflects people minds.