For instance, research has found that many news consumers consult only sources that support their political biases and follow individuals on social media who share their interests. “Agenda melding is about how people use agendas themselves.”Īccording to Shaw, social media has made it much easier for people to agenda meld than traditional media ever did. “Media agenda setting is about how media tell society what to think about, although not what to think,” Shaw said. Shaw recently visited the UO School of Journalism and Communication to share his ideas about how individuals and groups participate in agenda melding, which is the idea that people tend to join groups based on their common agendas. When Shaw noticed that agenda setting was changing along with the media industry in the digital age, he coined a new term to describe what he was seeing: agenda melding.
Media has always had the power to influence society, but that power has grown and morphed considerably in the past decade, especially with the advent of social media. In short, agenda setting refers to the influence that media has over the agendas of public figures and institutions. He is one of the two “founding fathers” of the agenda-setting tradition of research during his 50 years as a media researcher. And Donald Shaw, professor emeritus in the University of North Carolina School of Media and Journalism, has been there from the beginning. Photo by Assistant Professor Jesse AbdenourĪgenda setting is a theory that’s been around for more than half a century.
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