Agenda setting is a process which starts from Priming and Framing would be the end result that shapes certain types of agenda like Public agenda, Policy agenda and Media agenda. They are interrelated and influencing each other because we cant seperate one stream from other.
As you are perhaps better informed, the agenda setting theory argues that, the media is more successful in telling people (the public) what to think about than what to think.The question is what are the possible types of agenda setting?
This is a very poplar and important question with the media fraternity. I hope to provide a brief and simple response to it. To begin with, each society or community has got its own media diet (communication channels). Likewise, each media house or outlet has got its own guiding policy (broadcasting or publishing policy).
The guiding policy, principles, strategies, and objectives that are implemented by eachmedia communication house are at times quite different from those practiced by others. All said, there are often more similarities than the differences. So, media programme and products assessments are the starting points in this case. Choose the implement the study methods.
In connection to the above idea regarding the possible types of agenda setting, the demographics focus areas are: social and cultural issues or systems, economic issues or systems, political issues or systems, environmental issues or systems, and legal issues.
As we may be aware of the above development issues dominate media agenda (print media and electronic media). The agenda setting sources are popular media or direct interpersonal interactions and audience (demographics) characteristics. Agenda setting is also associated with priming, framing, and gate keeping theories.
This is a backdrop to the general concept of a typical media audience. The commonmedia audience (demographics) characteristics include: education, income, religion, age, gender or sex, culture, residence, location (urban or rural), media literacy, household or family, employments (occupation), professions, and other status.
The media also cover the following environmental issues: natural resources, soil and land use, wildlife, biodiversity, health, the earth in the future, population and land use, industrial activity, agriculture or forestry, energy, fishing or aquaculture, ozone layer, climate change, environmental risks, air quality in atmosphere, acidification, fresh water, marine and coastal waters, the consumer society, transport, hazardous waste, urbanization, tourism and leisure, chemicals and genetically modified organisms, uncontrolled development of real estate. Each of these issues represents an agendum.
In addition, the media cover multiple social agenda including: family planning and population dynamics, labour and employment, income, knowledge and technology, education, leisure, health, safety, family, religion, politics, voluntary associations, alienation, use of time, consumption behaviour, aspiration, satisfaction, acceptance and morale, efficiency in quality of customer services, community welfare and access to key services, community participation in local activities, crime rate, traffic, traffic volumes and transport to workplaces, accommodation and housing shortages and conditions, peace, good governance and democracy
The media also cover economic agenda for human development paradigm including: per capita GNP, growth rate of real per capita GNP, abundance of natural resources, gross investment rate, modernization of industries, industrialization, modernization of agriculture, effectiveness of the tax system, effectiveness of financial institutions, human resource development, structure of foreign trade, rate of population growth, unemployment level, business start-ups and closures, companies with environment policies, level of political commitment and will, regional and international cooperation, consumption pattern, financing and corporate accountability, industrial-technology-development, transport ,trade, urban and rural development.
The additional types of the agenda setting cover each of these: degree of national integration and sense of national unity, degree of centralization of political power, extent of political participation, strength of the labour movement, degree of political and press pluralism, political and social influence of religious organization, degree of administrative efficiency, extent of political will and commitment to economic reforms, policy, and institutional reforms.
The press or media promote women’s programmes, education of women, access to information, gender based technologies that ease women’s heavy workload, environmentally friendly technologies such as energy saving stoves, and solar driers, the use of sanitary facilities, and providing the public with clean and safe drinking water. Each of these issues represents an agendum.
As a result, types of the agenda setting are issue based.
See Pralle's book "Branching Out, Digging In. It has the best overview of all types of agenda setting.
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