Second-level agenda-setting

Definition

Second-level agenda-setting refers to the process by which the media not only highlights certain issues but also influences the public perception of those issues by emphasizing specific attributes, characteristics, or frames associated with them. This means that while first-level agenda-setting focuses on what topics are covered, second-level agenda-setting shapes how these topics are understood and interpreted, making certain aspects more prominent than others in public discourse.

5 Must Know Facts For Your Next Test

1. Second-level agenda-setting emphasizes the significance of media in shaping not just which issues are deemed important, but also how these issues are framed for the audience.
2. This concept is crucial in political communication, where candidates may be portrayed in a favorable or unfavorable light depending on how media outlets choose to frame their narratives.
3. Research shows that second-level agenda-setting can affect public opinion, as individuals may adopt views based on the attributes highlighted by the media rather than solely on the issues themselves.
4. The interplay between framing and second-level agenda-setting means that the way information is presented can significantly alter public perception and discussion surrounding critical societal topics.
5. Second-level agenda-setting can lead to different interpretations of the same issue across various media platforms, demonstrating the power of media choice in shaping public discourse.

Review Questions

• How does second-level agenda-setting differ from first-level agenda-setting in terms of media influence?
  • Second-level agenda-setting goes beyond first-level agenda-setting by not only determining which issues receive attention but also influencing how those issues are perceived by emphasizing specific attributes. While first-level agenda-setting establishes a list of important topics, second-level focuses on framing those topics, thus affecting public interpretation and discussion. This distinction highlights the media's role not just in telling people what to think about, but also how to think about it.
• Discuss the role of framing within second-level agenda-setting and its impact on public opinion.
  • Framing plays a central role in second-level agenda-setting by providing context and perspective on specific issues. Through selective emphasis on certain elements of a topic, media outlets can shape public perceptions and influence opinions. For example, if environmental policies are framed in terms of economic benefits rather than ecological necessity, it may lead audiences to prioritize economic considerations over environmental concerns, thus impacting public opinion and policy discussions.
• Evaluate the implications of second-level agenda-setting for political campaigns and voter behavior.
  • Second-level agenda-setting has profound implications for political campaigns as candidates' images and messages can be significantly influenced by how the media frames them. This can affect voter behavior by steering public attention toward specific attributes of candidates or policies, thereby shaping electoral outcomes. For instance, if a candidate is framed as a strong leader during times of crisis, voters may be more likely to support them based on that particular portrayal. Understanding this dynamic can help campaigns strategize their messaging to align with positive framing in media coverage.

Related terms

Framing:

Framing involves presenting an issue in a particular way that highlights certain aspects while downplaying others, shaping how audiences interpret that issue.

Priming:

Priming is the process through which media exposure influences how individuals evaluate political figures or issues by highlighting specific themes or considerations.

Agenda-setting theory: Agenda-setting theory posits that the media has a significant influence on what issues are perceived as important by the public through selective coverage.