In order to explain about the theory of Agenda Setting in Mass Communication, I take an exmple from the movie titled "The Queen"
The Queen
Directed by Stephen Frears
Produced by Andy Harries, Christine Langan, Tracey Seaward, Francois Ivernel, Cameron McCracken and Scott Rudin.
Written by Peter Morgan
Synopsis
The Queen follows Her Majesty and Tony Blair at the time of Princess Diana’s death. It shows them as they struggle to cope with their own grief and that of Princes William and Harry, whilst attempting to pacify an entire nation in mourning.
The Queen provides an illuminating, acidly funny, yet deeply affecting, dramatic glimpse into what happens in the corridors of power when tragedy strikes. The setting for this fictional account of real events is no less that the private chambers of the Royal Family and the British government on the wake of the sudden death of Princess Diana in August of 1997. In the immediate aftermath of the Princess’s passing contained, tradition-bound world of the Queen of England clashes with the slick modernity of the country’s brand new image-conscious Prime Minister, Tony Blair. The result is a battle between private and public, responsibility and emotion, custom and action – as a grieving nation waits to see what its leaders will do.
The plot focuses on the differing views in how to deal with the death of Diana. The Queen, along with her husband and mother, see the death as a private matter, not to be treated as an official Royal death, in contrast with Diana’s former husband Prince Charles and Tony Blair, who attempt to reflect the public wish for an official expression of grief. Matters are further complicated by the media, royal protocol regarding Diana’s official status, and wider issues about Republicanism the views of Diana’s sons throughout the film are only portrayed through other characters.
Agenda Setting Theory
The Agenda-Setting Theory made by Maxwell McCombs and Donald L.Shaw in 1972. The Agenda Setting theory that the mass-news media have a large influence on audiences by their choice of what stories to consider newsworthy and how much prominence and space to give them.
This theory is good at explaining why people with similar media exposure place importance on the same issues. Although different people may feel differently about the issue at hand, most people feel the dame issues are important.
It has explanatory power because it explains why most people prioritize the same issues as important. It has predictive power because it predicts that if people are exposed to the same media, they will feel the same issues are important. It is parsimonious because it isn’t complex, and it is easy to understand. It can be proven false, if people aren’t exposed to the same media, they will not feel the same issues are important. It is meta-theoretical assumptions are balanced on the scientific side. It is a springboard for further research. It has organizing power because it helps organize existing knowledge of media effects.
Agenda Setting Theory Application
Agenda setting theory shows us the power of media, to tell the public which news is important and need to be prioritized. In the movie titled The Queen it showed us how the media impact influence what the public think about related issues. In this movie, mass-news media have a large influence on audiences by telling the reports of the sudden death of Diana. It influences the mind of international publics of the newsworthy of particular event and how much prominence and space to give them. Beside that the media impacts indirectly pushed The Queen to classified Diana’s death to be treated as official royal death, even at the first time she saw the death as a private matter, not to be treated as an official Royal death.
The application of agenda setting theory can be seen in this movie when Tony Blair gives extra attention to the development of the news of Diana’s death that given by the media. All of the media such as newspaper and television keep broadcasting Diana as the main news. The reports give the flashback of Diana’s life, started before she got married with the Prince of England, Charles, until she died in a car accident and the response of International public to this news. Because of the television and newspaper broadcasted, people generally follow the news about Diana in order to know more about her.
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