Second-level agenda-setting

Definition

Second-level agenda-setting refers to the media's ability not only to influence which issues are considered important but also to shape how these issues are perceived by the public. This means that the media can determine the attributes and framing of specific topics, thereby affecting public attitudes and opinions about them. By emphasizing certain aspects or viewpoints, the media plays a crucial role in guiding the public's understanding and interpretation of political issues.

5 Must Know Facts For Your Next Test

1. Second-level agenda-setting can have profound implications for political campaigns, as candidates may tailor their messages to align with media framing.
2. This concept is closely tied to the idea of public opinion formation, suggesting that the way issues are presented can lead to shifts in public attitudes.
3. Researchers have found that second-level agenda-setting effects can vary based on demographic factors, including age, education, and political affiliation.
4. Social media has introduced new dynamics into second-level agenda-setting, allowing users to engage with content that reinforces or challenges mainstream media narratives.
5. The success of second-level agenda-setting often depends on the credibility and authority of the media sources involved.

Review Questions

• How does second-level agenda-setting differ from traditional agenda-setting in terms of its impact on public perception?
  • Second-level agenda-setting goes beyond simply determining which issues are considered important, focusing instead on how those issues are framed and understood by the public. While traditional agenda-setting highlights what topics gain attention, second-level agenda-setting influences the attributes associated with those topics. This means that the media shapes not just what people think about but also how they think about it, thus affecting their opinions and attitudes toward specific political matters.
• Discuss the role of framing in second-level agenda-setting and its implications for shaping political attitudes.
  • Framing plays a critical role in second-level agenda-setting as it determines which aspects of an issue are emphasized or minimized in media coverage. By highlighting certain narratives or viewpoints, the media can steer public interpretation and response. This means that different frames can lead to varying perceptions of the same issue, influencing how audiences understand political matters and potentially altering their attitudes toward candidates or policies based on the information presented.
• Evaluate how social media has changed the dynamics of second-level agenda-setting in contemporary political discourse.
  • Social media has transformed second-level agenda-setting by allowing users to actively engage with content, share their opinions, and create alternative narratives outside traditional media channels. This shift enables individuals to amplify or challenge mainstream frames, leading to a more fragmented information environment. As a result, the ability of established media outlets to influence public perception is both enhanced and contested, making it crucial to consider how social media dynamics shape political attitudes in today's society.

Related terms

Framing:

The process of highlighting certain aspects of an issue while downplaying others, influencing how audiences understand and interpret that issue.

Priming:

A psychological process in which exposure to a certain stimulus influences a person's response to subsequent stimuli, often related to evaluating political figures based on the issues highlighted by the media.

Agenda-setting theory: A theory that explains how the media influences what topics are considered important in public discourse and how it affects public perception and behavior.