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Setting the Agenda: Mass Media and Public Opinion, by Maxwell McCombs
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Setting the Agenda describes the mass media’s significant and sometimes controversial role in determining which topics are at the centre of public attention and action. In this new edition of his comprehensive book, Max McCombs, one of the founding fathers of the agenda-setting tradition of research, extends his previous synthesis of hundreds of studies carried out on this central role of the mass media in the shaping of public opinion.
Across the world, the mass media strongly influences how we picture public affairs. In describing this media influence on what we think about and how we think about it, Setting the Agenda also discusses the sources of these media agendas, the psychological explanation for their impact on the public agenda, and the subsequent consequences for attitudes, opinions and behaviour. New to this edition, McCombs debates the role of the expanded media landscape on agenda setting, the impact of the internet on the power of legacy media and the role of agenda setting beyond the realm of public affairs,
This fully updated new edition will prove invaluable to students of media, communications and politics, as well as those interested in the role of mass media in shaping and directing public opinion.
- Sales Rank: #515662 in Books
- Published on: 2014-03-17
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .60" w x 6.10" l, .82 pounds
- Binding: Paperback
- 208 pages
Review
''This second edition of Setting the Agenda continues the exploration and elaboration of the original concept of media agenda setting into a complex and useful theory of the relationships of media, public and policy agendas. It is a comprehensive and readable overview of hundreds of studies on this subject. Beautifully written and clearly organized, it is the definitive work on agenda setting by one of the founders of this branch of empirical research.''
David H. Weaver, Indiana University
''This book illustrates the wide applicability of media agenda-setting theory, nicely organizing research findings from different democracies across the world. In this edition, readers will recognize that agenda-setting continues to be an insightful research paradigm even in the age of new media.''
Toshio Takeshita, Meiji University
From the Back Cover
Setting the Agenda describes the mass media’s significant and sometimes controversial role in determining which topics are at the centre of public attention and action. Although Walter Lippman captured the essence of the media’s powerful influence early in the last century with his phrase, “the world outside and the pictures in our heads,” a detailed, empirical elaboration of this agenda-setting role of the mass media did not begin until the final quarter of the 20th century.
In this comprehensive book, Maxwell McCombs, one of the founding fathers of agenda-setting tradition of research, synthesizes the hundreds of scientific studies carried out on this central role of the mass media in the shaping of public opinion. Across the world, the mass media strongly influences what the pictures of public affairs "in our heads" are about. The mass media also influences the very details of those pictures. In addition to describing this media influence on what we think about and how we think about it, Setting the Agenda also discusses the sources of these media agendas, the psychological explanation for their impact on the public agenda, and the subsequent consequences for attitudes, opinions and behaviour.
This important and perspicacious new book will prove invaluable to students of media communications and politics, as well as those interested in the role of mass media in shaping and directing public opinion.
About the Author
Maxwell McCombs holds the J. H. Jones Centennial Chair at the University of Texas at Austin.
Most helpful customer reviews
3 of 3 people found the following review helpful.
Essential Reading for Mass Comm Scholars
By Carole Bell
Maxwell McCombs is one of the founding fathers of agenda-setting, arguably one of the most important home-grown theories of mass media influence. In addition to providing a comprehensive and thoughtful synthesis of agenda research to date, this book sets the agenda for future researchers.
As Dietram Scheufele wrote in his Mass Communication and Society review, "other researchers will find this book a good starting point for their own work, and certainly an excellent compendium of what could be labeled the "Austin-Texas School" of agenda-setting research." I highly recommend it.
1 of 1 people found the following review helpful.
Agenda-Setting 101
By Patricio O. Gorman
This book is an essential read for anyone interested in understanding Agenda Setting. Max McCombs does an excellent job describing the basics, building a comprehensive and progressive model describing the effects of agenda-setting based on several studies of media and public agenda. It sets the ground rules for more advanced reads and gives you a very clear perspective of the very broad possibilities that this field offers.
0 of 0 people found the following review helpful.
A Surgeon's Guide to Dissecting the American Mind
By B. McGregor
Setting the Agenda: The Mass Media and Public Opinion, is just what it states. Before we looked at Public Relations via Edward Bernays and Walter Lippman, to name just two, we knew it as Propaganda.
Politics, which differs from Government, figures prominently in this book. For obvious reasons swaying public opinion is vital in lining up populations in groups and directing their behavior rather than being directed.
It is difficult to stay objective about mass manipulation since it implies secrecy and misdirection.
But, that's the world we live in and the less people think for themselves the more they want to be led.
Enter agenda setting.
Lippman is used fairly often in describing how important it is to place images in the people's minds. The more lurid the better, for they've got sticking power. They describe how in 1968 political victories are won not in issues 1/3, but in 'information' on the candidates and their strategy. In other words, the media was able to insert itself between candidate and public by creating 'stories' about the how the candidate 'felt' and what his intentions were.
And we know what sides the media usually will take, but that's part of the problem left out.
While the study of expanded agenda setting in schools and religion is mentioned, the exploration of that alone would take volumes, and most certainly exist.
The reason I did give it 5 stars isn't because I agree with these tactics, but that the public needs to be aware of how advanced and precise the use of public relations has become. The images in our minds have been placed there patiently and carefully.
On a positive side, Cognitive Mapping provide everyone a similar lay of the land. It enables right and left to leverage the general vision of the people, (or lack thereof). Either way, the battle for hearts and minds that began in earnest a hundred years ago has progressed further than any other field of medicine.
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