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Journalism & Communication
Pages 3 (753 words)
Agenda-Setting in Mass Media: The Case of Fox News Name COMM 100 SCHOOL PROFESSOR DATE Table of Contents I.Introduction 1 II.Literature Review 1 III.Discussion and Analysis 3 IV.Conclusion 4 I. Introduction The combination of an aging TV audience and the consistency of Fox News Network in its conservative and anti-administration agenda-setting has ensured leadership of this broadcast segment all summer long and into the first three weeks of November this year.
As the fall season came and went, however, the Affordable Care Act and the budget debacle in Congress fuelled interest afresh in the agenda-setting and editorial slant of Fox News and strengthened its place at the top of the cable news ratings (Bibel, 2013; Mirkinson, 2013). The operative question then remains: why is Fox News successful despite resisting an allegedly popular presidency and the liberal ethos of the bicoastal giants in media? Within the constraints of this very short paper, we discuss the theory of agenda-setting and how Fox News maintains its solitary stance but leads its segment of cable news. II. Literature Review We discuss here the theories behind framing, agenda-setting and priming as they impinge on political communication generally and, in particular, the ideology that stoutly characterizes coverage in the cable news channels Fox News and MSNBC. This means we are in the realm of cognitive communication and campaign effects, i.e. framing, agenda setting and priming. We also touch on the audience appeal of this ideology. Political and communications research has undergone at least three major paradigm shifts since the post-newspaper era early in the last century. ...
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