The concept of agenda-setting has been a fixture in contemporary academic resear
ID: 463113 • Letter: T
Question
The concept of agenda-setting has been a fixture in contemporary academic research on media effects on political attitudes. Agenda-setting can also be a consideration in the development of campaign ad strategy. Explain the concept of agenda-setting. How can it be important to the success of a presidential campaign? How can ads be used to influence the contours of the campaign agenda? How can the circumstances of an election help or hinder the effectiveness of ads as a tool for agenda-setting? Be sure to offer some specific examples of when campaign ads have influenced the agenda, and when they have fallen short.Explanation / Answer
Answer:
Agenda-setting describes a very powerful influence of the media – the ability to tell us what issues are important. Suppose some news are repeatedly shown to the public then it creates an impression among the public at large that the matter is something important because it is being put before them frequently. Agenda setting is an important consideration in the development of campaign ad strategy. It is crucial to decide on what ads and impressions needs to be put before the public frequently and repeatedly and which shall be put ocassionally depending upon the desired effect on the public minds.
It plays important role in any political campaign be it presidential campaign because the decision makers are the public at large and therefore it is keen to influence them possitively else the election will be lost. A bad or negative news about a candidate is capable of reducing his chances to win and vice versa. However, there are cases when these agenda settings do not affect the public, it happens when there are strong (negative or possitive) beliefs pre-set among the public at large.
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