Second-level agenda setting

Definition

Second-level agenda setting refers to the process by which the media not only influences what topics the public considers important but also shapes how these topics are perceived and understood. This involves framing specific aspects of an issue, highlighting certain attributes while downplaying others, thus guiding public opinion on both the relevance and interpretation of that issue. By determining which attributes or aspects of a story are emphasized, the media plays a crucial role in influencing the audience's perception and prioritization of issues.

5 Must Know Facts For Your Next Test

1. Second-level agenda setting emphasizes not just what issues are important, but also how those issues should be understood by focusing on certain aspects over others.
2. This concept highlights the media's power in shaping public discourse by framing issues in a particular way that can influence public perception and opinion.
3. Research shows that different media outlets can frame the same issue differently, leading to varying public interpretations and responses to that issue.
4. Second-level agenda setting often works in tandem with first-level agenda setting, where initial coverage of an issue sets the stage for deeper framing and understanding.
5. The effectiveness of second-level agenda setting can be seen in political campaigns where candidates are often framed positively or negatively based on media portrayals.

Review Questions

• How does second-level agenda setting differ from first-level agenda setting in terms of media influence?
  • Second-level agenda setting differs from first-level agenda setting as it focuses not only on which issues are deemed important but also on how those issues are presented to the audience. First-level agenda setting is about the selection of topics for discussion, while second-level agenda setting emphasizes framing specific aspects of those topics. This means that while first-level may dictate what we think about, second-level influences how we think about those issues.
• In what ways can media framing within second-level agenda setting impact public opinion during an election cycle?
  • Media framing during an election cycle can significantly impact public opinion by highlighting certain qualities or events related to candidates while downplaying others. For instance, if a candidate is framed positively with emphasis on their leadership qualities and past successes, voters may form a favorable view based on this selective portrayal. Conversely, negative framing focusing on a candidate’s controversies can sway public opinion against them. The way issues are framed can ultimately shape voter perceptions and decisions.
• Evaluate the implications of second-level agenda setting for understanding societal issues and public policy formation.
  • Evaluating second-level agenda setting reveals its profound implications for societal issues and public policy formation. By framing issues in specific ways, media outlets can influence not only public perception but also policy priorities. For example, if environmental concerns are framed primarily as urgent crises requiring immediate action, this can lead to increased public support for policies addressing climate change. Conversely, if such issues are framed as less critical or exaggerated, they may fall lower on the public agenda. This dynamic highlights how media representations can drive political action or inaction regarding pressing societal challenges.

Related terms

Agenda Setting: The theory that suggests media focuses attention on certain issues, thereby influencing the public agenda and determining what topics are considered important.

Framing:

The way information is presented in the media, which affects how audiences interpret and understand issues by emphasizing specific angles or aspects.

Priming:

The process through which exposure to media content influences the standards by which people evaluate issues, leaders, or events.