Agenda Setting - Research Paper Example

This means that the higher the frequency of media covering a particular subject, the higher will be the rate at which the subject will become accessible in the memories of the audience. Three different kinds of agenda setting methods have been realized by Rogers, the first kind is public agenda setting (Kaid, 2004, p.258). The subject that is more important to the public is given great importance. The second kind is denoted as media agenda setting, in this kind the topic that is important to media is given great importance and lastly, the third kind is policy agenda-setting. In the last kind, the topics that are important to the people who make policies are hotly debated and given importance. This concept came into being during the election for the position of president during the period of 1968 and the concept was coined by Shaw and McCombs (Kaid, 2004, p.258).