The Agenda-setting theory or also known as The Agenda Setting Function of the Mass Media is a theory that postulates that media sets the public agenda to the extent of dictating you what to think about instead of what you think. In 1972, journalism professors Maxwell McCombs and Donald Shaw pioneered this theory in the Public Opinion Quarterly. McCombs explains that the media does not only make the issue important, but it also influence the way we think. Hence, the concept of media framing comes into play. Here are some examples to elaborate agenda-setting and media framing:

As the Extrajudicial Killings Issue bombards us from newspaper, television to social media sites, a common denominator can be observed and that is these news programs focus “most of the time” on the number of people killed or what they call, the “kill list”. Meaning since President Duterte’s campaign on the anti-drugs, then it becomes prominent in our minds that these killings was commanded and spearheaded by the president his self. This type of news now becomes significant to us-listeners and viewers.

According to McCombs, the first level of agenda setting is the transfer of the essence of the object the media’s pictures of the world to a prominent place among the pictures in our head. In that example, the audience then only think of this kind of news primarily because that’s what they see, that’s what they hear and that’s what they read all the time. Leaving the thought and the idea that there are no specific evidence yet that proves he’s guilty of the killings and that there are plenty of essential things the president is doing aside from his anti-drug campaign.

Applying the example of President Duterte’s anti-drug issue, we can somehow conclude that the news reports about the anti-drug campaign we consume everyday influence the way we think of the issue. We associate feelings to the reports that we read, hear or view. Therefore, media frames are successful in influencing us to act and comment on these issues. (Hence the chaotic comment sections on Mocha Uson Blog) That is why, we read different views on Facebook especially on matters such as the anti-drug campaign.

Another great example are the celebrities. Filipinos being easily star-struck is the reason why these actor and actresses or those who are really famous parents win easily when they run for public office. Also, this theory explains why love teams like Kathryn Bernardo and Daniel Padilla, and Nadine Lustre and James Reid and the good old Yaya Dub and Alden are saleable, even if the most bankable attributes they have are their looks.

“In choosing and displaying news, editors, newsroom staff, and broadcasters play an important part in shaping political reality. Readers learn not only about a given issue, but also how much importance to attach to that issue from the amount of information in a news story and its position,” http://www.masscomtheory.com said.

Who can forget every time Senator Manny Pacquiao has a fight? The whole Filipino nation is always tuned in in their respective screens. Every news flash is about the highlights of each round, disregarding other important news. Truly, the agenda-setting theory in media and communications is responsible for how Pacquiao and his fight literally eclipsed the more important issues of the day.

In conclusion, as multimedia students and audience of these media, we must learn not to jump into conclusions quickly. We should not immediately rant online that our present administration is not doing anything else aside form fighting drugs. Let us take note that there are unreported or news that are not given priority. Although we cannot blame editors and producers for media is just a business. We must accept that for the industry to thrive, these people choose stories which the public will patronize or like but with reservations. Nevertheless these professionals still have the capability to commit mistake and report unconventional news. They must also realize that they are communicators and the content and audience is of great importance.

References:

Campilla, R. (2016, August 25). BORDERLESS: Of media framing and agenda setting. Retrieved from http://www.panaynewsphilippines.com

The Manila Times (2015, May 16). Agenda-setting theory and the underdogs. Retrieved from http://www.manilatimes.net