McCombs

Definition

McCombs refers to Maxwell McCombs, one of the two researchers who developed the Agenda-Setting Theory in mass communication. This theory suggests that the media doesn't tell us what to think, but it is quite successful at telling us what to think about by focusing on specific issues.

Related terms

Agenda: Setting Theory - A theory in mass communications that suggests the media has the power to influence the salience of topics on the public agenda.

Framing:

The process by which media sources select certain aspects of a situation and craft their message around these elements to shape public perception.

Gatekeeping:

The process through which information is filtered for dissemination, whether for publication, broadcasting, the Internet, or some other mode of communication