Second-level agenda-setting

Definition

Second-level agenda-setting refers to the media's ability to influence not only what topics are considered important in public discourse but also how those topics are perceived. This concept emphasizes that the media shapes public opinion by framing issues, which affects how individuals understand and interpret those issues. It connects to the idea that the specific attributes or aspects of issues highlighted by the media can significantly impact public perceptions and opinions.

5 Must Know Facts For Your Next Test

1. Second-level agenda-setting highlights the relationship between media coverage and public perception, emphasizing that not only the topics matter but also how they are framed.
2. This concept has been studied extensively in political communication, illustrating how media can sway opinions on important social issues.
3. It shows that different portrayals of the same issue can lead to varying public responses, which has implications for policymaking and political campaigns.
4. The effectiveness of second-level agenda-setting is often linked to the media's credibility and the perceived relevance of the issue at hand.
5. Researchers have found that second-level agenda-setting can affect both individual attitudes and broader public opinion trends over time.

Review Questions

• How does second-level agenda-setting expand upon traditional agenda-setting theory?
  • Second-level agenda-setting builds on traditional agenda-setting theory by not only identifying which topics are important but also explaining how these topics are framed. This means that it looks at the specific attributes or angles presented by the media, which can shape public understanding and attitudes towards these issues. By focusing on both what is covered and how it is portrayed, second-level agenda-setting offers a deeper insight into media influence on public opinion.
• Discuss an example of how second-level agenda-setting can alter public perception of a political issue.
  • For instance, consider how climate change is covered in the media. If news outlets focus on the catastrophic effects of climate change and highlight dire predictions, they might instill a sense of urgency and fear in the public. Conversely, if the same issue is framed around technological solutions and economic opportunities related to green energy, it may lead to a more optimistic perception. This demonstrates how different frames can lead to significantly different public attitudes towards an issue.
• Evaluate the implications of second-level agenda-setting for political campaigns and media strategies in shaping voter behavior.
  • Second-level agenda-setting has significant implications for political campaigns as candidates must strategically frame their messages to influence voter perceptions effectively. By understanding how framing affects public opinion, campaigns can tailor their communication strategies to highlight favorable aspects of their policies while downplaying negatives. This strategic framing can sway voter behavior during elections, making it essential for candidates to leverage second-level agenda-setting in their media interactions and advertisements to connect with voters on a deeper level.

Related terms

Agenda-setting theory: A theory that explains how media prioritizes certain topics, leading the public to perceive those issues as more significant.

Framing:

The way in which information is presented in the media, influencing how audiences interpret and understand that information.

Priming:

The process by which media coverage influences the criteria by which audiences evaluate political figures or issues.