Importance Of Agenda Setting In Media

The Agenda Setting is one of the very useful and effective media theories. The concept of agenda setting gets its name from the idea that the newspapers have the ability to set their opinion or agenda and then convert them to the mass level i.e. public agenda. Usually the journalists or correspondent deal with the news from its origin. The journalist is person who decides which news to cover and which to avoid. In a daily newspaper over 75 percent of the potential news of the day is rejected and never transmitted to the audience. Most of the Newspapers have not much space to print each and everything. These are the primary action in checking the routine. But the news item that clears through the Press do not receive equal preparations when these are presented before prospect readers. Some news article are published in newspapers with a higher length and prominence of its display. The Language Newspapers are very clearly state the journalistic salience. The reason may be the highly adaptability of news due to its easy language preferred by the target. The main reason of popularity of and evolution of Language Press in India. The use of local language through its page placement, headline and length etc. make it more effective.

Agenda setting forces that the target audiences obtain this salience of the any

The agenda of a newspaper has its specific pattern of coverage on public issues. The use of term “agenda” here is purely descriptive. There is no issue implication that a newspaper has an agenda that with pursues to achieve its predefined goal. The media agenda presented to the public results from countless day-to-day and action by many journalists and their editors about the news of the moment leads it to their result. The agenda of masses has focus of public attention which is commonly assessed by public opinion