1. Agenda-Setting Theory / Teoria do Agendamento
McCombs e Shaw
A Tradição Sócio-psicológica (I)
A comunicação como influência interpessoal
ç p
A comunicação como expressão, interacção e influência
_Prever o êxito e o fracasso de comportamentos comunicacionais
_Quem diz o quê a quem com que efeito
_Predisposições individuais e influência mutua
_Credibilidade: especialismo e força do carácter
_Efeitos da comunicação
ç
_Comunicação individual e em grupo (eficácia, influência, liderança)
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2. A Tradição Sócio-psicológica (II)
_Teoria do Agendamento _McCombs e Shaw
_Teoria da Redução da Incerteza _Berger
_Teoria Funcionalista da Decisão em Grupo _Hirokawa e Gouran
AGENDA-SETTING THEORY
Agendamento
The original agenda
Not what to think, but what to think about.
Mass media transfer the salience of items on their
news agendas to the public agenda.
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3. A Teoria do Agendamento – McCombs e Shaw
Contexto:
_Anos 70
_Caso Watergate
“The original agenda: the media tell us not what to
think, but what to think about.”
Maxwell McCombs
“The mass media have the ability to transfer the
salience of items on their news agenda to the public
agenda.”
Principais conceitos:
_Agenda mediática
_Agenda pública
_Selecção
Donald Shaw
AGENDA-SETTING THEORY
Agendamento
Agenda-setting theory contrasted with the prevailing
selective exposure hypothesis
Reaffirming the power of the press while
maintaining individual freedom.
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4. A Teoria do Agendamento – McCombs e Shaw
“Agenda-setting theory contrasted with the prevailing selective exposure
hypothesis, reaffirming the power of the press, while maintaining
individual freedom ”
freedom.
_A teoria do agendamento estuda em particular
as campanhas eleitorais
AGENDA-SETTING THEORY
Agendamento
The h
Th hypothesis predicts a cause-and-effect relationship b t
th i di t d ff t l ti hi between media
di
content and voter perception, particularly a match between the media’s
agenda and the public’s agenda later on.
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5. AGENDA-SETTING THEORY
Agendamento
Measure the media agenda
Position and length of story as the primary criteria of
prominence.
Rankings provided by uncommitted voters aligned closely
with the media's agenda.
A Teoria do Agendamento – McCombs e Shaw
“Media agenda and public agenda: a close match.”
_1 Measurement of the media agenda
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Criteria of prominence: position and length of story
Ranking of major issues
_2 Measurement of the public agenda
Rankings of uncommitted voters
Close match
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6. A Teoria do Agendamento – McCombs e Shaw
“McCombs and Shaw believe that the hypothesized agenda-setting
function of the media causes the correlation between the media and
public ordering of priorities ”
priorities.
“Correlation does not prove causation.”
Media
da Public
ub
Agenda Agenda
AGENDA-SETTING THEORY
Agendamento
Correlation does not prove causation
Media Voters
Voters Media
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7. AGENDA-SETTING THEORY
Agendamento
Quem Fixa a Agenda dos Agenda-setters?
A. News editors or “gatekeepers”
B. Politicians and spin doctors
C. Public relations professionals
D. “Interest aggregations”
A Teoria do Agendamento – McCombs e Shaw
Who sets the agenda for the agenda setters?
_News editors or “gatekeepers”
_Politicians and spin doctors
_Public relations professionals
Public
_“Interest aggregations”
Agenda Agenda Agenda
Política Mediática Pública
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8. AGENDA-SETTING THEORY
Agendamento
Who is most affected by the media agenda?
Those susceptible have a high need for orientation
Need for orientation arises from:
- high relevance
- uncertainty
A Teoria do Agendamento – McCombs e Shaw
Two levels of agenda-setting:
_1 Salience
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_2 Framing
“The media tell us not just what to think about,
but how to think about it.”
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9. AGENDA-SETTING THEORY
Agendamento
Framing: transferring the salience of attributes
Media influence the way we think
... sobre o que pensamos...
... o que pensamos...
... como pensamos...
A Teoria do Agendamento – McCombs e Shaw
“Throughout the last decade, McCombs has emphasized that the media
influence the way we think.”
…sobre o que pensamos…
sobre pensamos …como pensamos…
como pensamos
_FRAMING
_”A media frame is the central organising idea for news content
that supplies a context and suggests what the issue is through the use of
selection, emphasis, exclusion and elaboration.”
_
_”Media not only set an agenda but also transfer the salience of
y g
specific attributes to issues, events or candidates.”
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10. AGENDA-SETTING THEORY
Agendamento
Framing: transferring the salience of attributes
F i t f i th li f tt ib t
Media influence the way we think
Central organizing idea for news content:
context, selection, emphasis, exclusion, and elaboration.
Media not only set an agenda but also transfer the salience
of specific attributes to issues, events, or candidates.
A Teoria do Agendamento – McCombs e Shaw
“The media may not only tell us what to think about, they also
may tell us how to think about it, and perhaps even what to do
about it.”
“Some findings suggest that media priorities affect people’s behaviour.”
_Agenda-melding function of the media:
Affects the way people identify with groups and join them
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11. A Teoria do Agendamento – McCombs e Shaw
Conclusions
_McCombs has considered agenda-setting a theory of limited media
effects but framing reopens the possibility of a powerful effects model.
_The term framing has been used in media studies in diverse and often
contradictory ways
_The agenda-setting theory reminds us that news stories are inherently
artificial.
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