¿Qué es la Agenda Setting?


La teoría de la Agenda Setting expone que la selección temática de los medios es la que influye en la selección o percepción temática del público y no a la inversa.

La agenda setting se centra en el estudio de cómo la agenda establecida por los medios de comunicación influye en la agenda del público. Los creadores de la teoría de la agenda setting son Maxwell McCombs y Donald Shaw.

Según Shaw, lo que la agenda setting sostiene es que como consecuencia de la acción de los periódicos, de la televisión y de los demás medios de la información, el público es consciente o ignora, presta atención o descuida, enfatiza o pasa por alto.

El público además tiende a asignar a lo que incluye una importancia que refleja el énfasis atribuido por los mass-media a los acontecimientos, a los problemas, a las personas.

Características de la agenda setting: 

La influencia depende de tres factores internos:

  1. Que el acontecimiento sea entorpecedor o no. Mientras más entorpecedor sea, menos capacidad tienen los medios de poner la agenda.
  2. El interés de las personas en las elecciones. 
  3. El grado de incertidumbre que experimenta el individuo sobre la información, su necesidad de orientación. 

En la construcción de la agenda setting intervienen dos factores externos: 

- La competencia y el medio líder. 

- Las fuentes de información: 
  • Gatekeeper 
  • Grado de permeabilidad y la gestión de información que hacen de la misma mediante                 gabinetes de prensa y relaciones públicas. 

Según Chomsky, los gobiernos y los medios de comunicación se pone de acuerdo para que a la hora de jerarquizar las noticias, se promocionen aquellas que pueden favorecer los postulados, pensamientos o intereses del Estado al que pertenecen (no del Gobierno ya que éste se basa en corrientes políticas y cada medio de comunicación apoya a una). 

Podemos concluir lo siguiente de la agenda setting:

1. Que la gente sólo conoce lo que los mass-media les ofrece, ignorando por completo cualquier otra noticia. 

2. Que según los mass-media den más importancia a una noticia o a otra, así lo hará también su público.


Por: Juan José Vásquez

45 comentarios:

  1. en la actualidad todavia existe dicha agenda????????

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    Respuestas
    1. Si, todavía se maneja esa agenda

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    2. se maneja aunque se puede considerar anacrónica, pues en los años 70 cuando McCombs la propone aun se hablaba de "medios de masas", luego cuando aparece la teoría de efectos limitados se dejó de hablar de masa porque la audiencia no es homogénea ni completamente no pensante puesto que tu puedes escoger cual periódico leer o sencillamente no leerlos así como el canal de televisión de tu preferencia.

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  2. Cuál es la bibliografía de dicha agenda?

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    Respuestas
    1. El texto de McCombs y Shaw The evolution of Agenda Setting, en ese dice todo lo que está en el articulo.

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  3. En la actualidad cómo se aplica esta teoría si tomamos en cuenta la interacción de los nuevos "usuarios" con los medios de información o plataformas de información. Buen día Juan José Vásquez.

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  4. En la agenda mediatica se encuentan los fenomenos sociales como las redes sociales o la probreza?

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