Agenda Setting – When the Media Tells us What to Think About

Six decades ago, Bernard Cohen observed in his book Press and Foreign Policy (1963) that while the media «may not be successful much of the time in telling people what to think, but it is stunningly successful in telling its readers what to think about.» This modest yet profound observation resonated widely and sparked the pioneering research of Maxwell McCombs and Donald Shaw. Their groundbreaking 1972 article introduced the concept of agenda-setting, revealed how media shapes the prominence of issues in public opinion, and inaugurated a new era of inquiry into political communication. Drawing on the rich academic legacy of agenda-setting research spanning the past fifty years, Agenda-Setting: When the Media Tells Us What to Think About serves as both a comprehensive overview and an introductory guide to this phenomenon. It navigates through conceptual and methodological considerations, illuminates established findings, and delves into ongoing debates surrounding agenda-setting effects. By synthesizing decades of scholarly contributions, this book provides essential insights for those seeking a deeper understanding of the intricate relationship between media and public opinion.