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Agenda Setting

  • By: Lalatendu Acharya
  • In: Encyclopedia of Health Communication
  • Edited by: Teresa L. Thompson
  • Subject:Public Health Education & Health Promotion, Health Psychology, Health Communication

Agenda setting is a continuous process of engagement with different stakeholders to prioritize and privilege an issue. In today's world, there are multitudinous issues competing for the attention of different stakeholders. Agenda setting is very similar to the marketing concept of positioning, also referred to as the battle for the consumer's mind. James Dearing and Everett Rogers defined agenda setting as a process of ongoing competition among different issue proponents to put forward an issue before media, the public, and the policy makers—the process of how issues move from a low priority to the top of the policy-maker agenda. Literature notes that this practice entails narrowing down to a focused list of subjects that eventually becomes the focus of attention. The process is based on ...

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