Media do not tell us what to think, they tell us what to think about. Mass media which can be a newspaper, a book and television takes control of the information that we see or hear.
These are the levels of agenda setting theory:
First Level: Media uses objects or issues to influence the people what people should think about.
Second level: Media focuses on the characters of issues how people should think about. The main concept associated with the agenda setting theory is gate keeping. Gate keeping controls over the selection of content discussed in the media; Public cares mostly about the product of a media gate keeping. It is especially editors media itself is a gatekeeper.
Priming: Activity of the media in proposing the values and standards by which objects of the media attention can be judged. Media’s content will provide a lot of time and space to certain issues, making it more vivid.
To say in simple words, Media is giving utmost importance to news so that it gives people the impression that is the most important information. This is done everyday the particular news is carried as a heading or covered everyday for months.
Framing: Framing is a process of selective control. Framing talks about how people attach importance to certain
It is the fact that mass media become more powerful on the masses nowadays. For this reason, agenda setting statement enhanced and ‘how’ part is included to the definition. Thus media may also tell us how and what to think about it. Perhaps even what to do about it.
Agenda Setting Example: Actions surrounding the O.J. case and the Clinton Scandal are both excellent examples of Agenda-Setting in action. During these historic events, the media was ever-present. The placement of full page, color articles and top stories on news programming made it clear that Americans should place these events as important issues. Some people believed O.J. was guilty, and others believed he was innocent. Some believed Clinton should have been impeached, and others thought otherwise. Therefore, the media wasn’t extremely successful in telling us what to think on these issues, but most Americans did believe these were both important issues for a long period of time.