The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.
Key Concepts in Public Relations:
- Provides a comprehensive, easy-to-use overview to the field
- Covers over 150 central concepts in PR
- Paves the way for students to tackle primary texts
- Grounds students in both practice and theory
- Takes it further with recommended reading
Agenda setting remains one of the most influential and significant concepts in the study of public relations, media and communication studies. The basic premise of agenda-setting theory is that the way in which news media report particular issues influences and helps to shape public [Page 20]awareness and debate about the subject (McCombs and Shaw, 1972). In a recent essay reviewing the development of the concept across more than three decades, communications scholar Maxwell McCombs claims that agenda setting has been the subject of ‘hundreds of studies worldwide’ (2005: 543). Moreover, as the news media have expanded to include Internet-based editions of newspapers, email communication and online chat rooms, the potential for articulating diverse agendas has grown markedly with research studies illustrating that ‘agenda ...