AGENDA SETTING

Russel Ann L. Rica

MPA Student

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

Agenda Setting Theory

In 1922, Lippman, described in Public Opinion that people did not respond directly to events in the real world but instead lived in a pseudo-environment composed of the pictures in our head, this is where MEDIA would play an important part in furnishing these pictures and shaping the pseudo-environment

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

Agenda Setting Theory

According to the AST first developed by Prof. Maxwell McCombs and Prof. Donald Shaw in their Chapel Hill study in 1968, MASS MEDIA set the agenda for public opinion by highlighting certain issues.

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

Agenda Setting Theory

Studying the way political campaigns were covered in the media, Shaw and McCombs found that the main effect of news media was agenda-setting, i.e. telling people not what to think, but what to think about.

Which actually supports the statement of Bernard Cohen (1963) stated: The press may not be successful much of the time in telling people what to think, but it is stunningly successful in telling its readers what to think about.

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

Agenda Setting Theory

AST explains the correlation between the rate at which media cover a story and the extent to which people think that this story is important.

News outlets act as gatekeepers of information and make choices about what to report and what not.

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

The Classic Model

GRAPHICS FROM*:McQuail & Windahl (1993), Prof. FrankBrettschneider, University Hhenheim, Germany

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

Agenda setting functions 3 part-process:

Media Agenda

issues discussed in the media

Public Agenda

issues discussed and personally relevant to the public

Policy Agenda

issues that policy makers consider important

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

The Perception Model

GRAPHICS FROM*:McQuail & Windahl (1993), Prof. FrankBrettschneider, University Hhenheim, Germany

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

Agenda Setting

is a crucial stage in public policy making process because this is the process which will determine whether a problem will be considered as an issue by the government or not.

Therefore, problem and issue are two different things.

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

problem is a condition or situation that produces needs or dissatisfaction among people and for which relief or redress by governmental action is sought (Anderson, 2008)

when a problem receives attention from government, it becomes an issue.

Agenda Setting

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

According to Cobb and Elder (1983), issue is a conflict between two or more identifiable groups over procedural or substantive matters relating to the distribution of position or resources---it can be generated through different means.

Agenda Setting

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

Cobb and Elder (1983) indicates that the formation of issue depends on the dynamic interplay between the initiator and the triggering device.

Agenda Setting

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

Initiators are people who initiate an issue---consist of exploiters, people who create an issue for their own benefit; readjustors, people who generate issue to redress imbalance in the society; do-gooders, people who do not have power to gain over an issue they created before; and circumstantial reactors, an unanticipated event which creates an issue

Agenda Setting

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

1. Internal events consist of natural disaster, unanticipated human events, technological change, imbalance in the distribution of resources, and the last is ecological change.

(Cobb and Elder, 1983)

Agenda Setting: TRIGGER DEVICES

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

2. External trigger mechanisms consist of an act of war, innovation in weapons technology, international conflict, and the last is changing world alignment patterns.

(Cobb and Elder, 1983)

Agenda Setting: TRIGGER DEVICES

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

Certain issues need good strategy to be put into political agenda. Only a portion of problems will succeed in securing agenda because officials lack of time, resources, information, and others (Anderson, 2008).

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

TWO TYPES OF AGENDA SETTING(Cobb and Elder, 1983)

1. systemic agenda consists of all issues that are commonly perceived by members of community as meriting public attention and as involving matters within the legitimate jurisdiction of existing governmental authority.

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

TWO TYPES OF AGENDA SETTING(Cobb and Elder, 1983)

2. institutional agenda tends to be specific, concrete, and limited in the number of items.

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

GETTING INTO AGENDA SETTING

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

Cobb and Elder (1983) state that three conditions to be met for particular problem to be put into agenda setting:

widespread attention from public

shared concern of a sizable portion that some type of action is required

shared perception that the matter is an appropriate concern of some governmental unit and falls within the bounds of its authority

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

Portz (1996) opinion on how certain issues can be put into agenda setting:

role of policy entrepreneurs which are people who are able to move

problems to the decision agenda

Kingdon (1995) also mentions the importance of policy entrepreneur as a person who takes advantage to raise problem and solution into a public attention

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

Portz (1996) opinion on how certain issues can be put into agenda setting:

role of policy entrepreneurs

Mintrom (1997) highlights the role of policy entrepreneurs by defining policy entrepreneurs as people who seek to initiate dynamic policy change. They attempt to win support for ideas by using network, identifying problems, shaping the terms of policy debates, and also building coalitions.

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

role of media mobilization of criticism or enthusiasm for change or

support of existing political institutions, and the nature if problem itself.

The importance of media in agenda setting is also stated by Cobb and Elder (1983) by saying that media can elevate issues to the systemic agenda and increasing their chances to receive formal agenda consideration. Sometimes certain persons in media can act as opinion leaders in bringing a particular issue into public area.

Portz (1996) opinion on how certain issues can be put into agenda setting:

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

Problem visibility Visibility of a problem can be reached in several

ways. Cobb and Elder (1983) mention some factors; such as severity, incidence, novelty, proximity, and crisis.

media also can help some problems to be visible by the government since media promotes an atmosphere of enthusiasm or criticism that can focus attention on particular problem definition.

Portz (1996) opinion on how certain issues can be put into agenda setting:

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

The role of political sponsorship it is the person who has political power to push the

problem into policy process. It can be business leaders, government leaders, or presidents who support the issue.

Viable and applicable solution solutions of problems should be available, acceptable,

and affordable.

Portz (1996) opinion on how certain issues can be put into agenda setting:

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

Losing Agenda Setting

Policy makers may feel that the problems have been solved and they turn to other issues.

(Anderson, 2008)

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

FACTORS which may lead to loss of Agenda Status:

People become accustomed to a problem so they no longer label it as a problem.

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

Changes in the condition that give rise to a problem also contribute to losing agenda setting. When there is a change in government or decision maker, an issue may not get attention anymore from new government.

FACTORS which may lead to loss of Agenda Status:

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

a new and more pressing problem may distract government attention on previous problem; so that new and more pressing problem will be prioritized to be put into agenda setting.

FACTORS which may lead to loss of Agenda Status:

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

Theoretical Application:

THE PHILIPPINE CONTEXT

In the Philippines, the press goes beyond setting the board for public debate it plays the pieces.

Chanco, Taongan and Capuz (2013)

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

Theoretical Application:

THE PHILIPPINE CONTEXT

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

The Philippine Press shares a dual history of resistance and repression

(Coronel 1998, Teodoro 2001)

Theoretical Application:

THE PHILIPPINE CONTEXT

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

Having developed, changed and adapted to centuries of colonial rule and two decades of Martial Law, it boasts of its own samizdat tradition, a legacy of generations of writers and journalists who, having mastered the art of underground publishing and trumping government censors

Theoretical Application:

THE PHILIPPINE CONTEXT

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

UNDERGROUND JOURNALISTS

Theoretical Application:

THE PHILIPPINE CONTEXT

(Marcelo H. del Pilar) (Amado Hernandez)

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

1986. As anti-administration papers published damning investigative reports of corruption, human rights violations, and electoral fraud by the Marcos regime and the Catholic radio station Veritas aired frequent reports of ensuing nationwide protests, the press was instrumental in the events leading up to EDSA II.

Theoretical Application:

THE PHILIPPINE CONTEXT

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

The Agenda was set: the End of a Dictatorship. Journalists relished in their new-found freedom. The shift in Agenda accompanied a shift in ownership. Having no real tradition of public broadcasting, practically all forms of mainstream media, from newspapers to radio, had been in private commercial hands, triggering a reversion to the American Model and its bottom-line fixation on advertising and subscription profits now freed from the restraints of Martial Law (Teodoro 2001).

Theoretical Application:

THE PHILIPPINE CONTEXT

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

Years following the 1986 Revolution, the initial explosion of post-dictatorship media organizations died down with increasingly prohibitive capital costs.

Journalist-owned and run papers like the Philippine Daily Inquirer and Ang PahayagangMalaya were eventually sold off to more established entrepreneurs (Coronel 1998).

Theoretical Application:

THE PHILIPPINE CONTEXT

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

The once-vibrant era of relatively independent newspapers, television shows, and radio stations playing each other out in a truly competitive market shriveled up once the industry came to be dominated by a few influential families often with vested interests in business or politics.

Theoretical Application:

THE PHILIPPINE CONTEXT

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

Today, public service has given way to a new Agenda crime, celebrity gossip, showbiz.

These are ISSUES otherwise deemed safe and that sell.

Theoretical Application:

THE PHILIPPINE CONTEXT

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

The slogan of objectivity is itself often a cover for the unwillingness to dig the dirt or rock the boat through solid investigative reporting. Stories deemed too controversial or threatening to the status quo are deliberately softened up or shot down (Chua & Vinia1998, Coronel 1998).

Theoretical Application:

THE PHILIPPINE CONTEXT

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

The rule now is that if news does not make money, then it must be retooled and repackaged until it does.

Coronel (2001)

Theoretical Application:

THE PHILIPPINE CONTEXT

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

Example

Bulatlat- was a fledgling project of left-leaning journalists, activists, and college professors including the Danilo Arao, Sonny Africa, BenjieOliveros, Ronalyn Olea and Bobby Tuazon. Born in the aftermath of EDSA II and the ouster of the

Estrada administration in 2001

Bulatlat.com asserts itself as a viable alternative to the mainstream press, securing most of its funding from donations under the slogans support progressive journalism and journalism for the people.

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

AGENDA SET

labor unions

womens groups

non-government organizations

civil society

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

-end-

Russel Ann L. Rica, MPA Student, Ateneo de Davao University

BIBLIOGRAPHY Playing the Pieces: Agenda-Setting and the Philippine Press by Chanco, CJ et.al, January 21, 2013

Anderson, James. 2008. Public Policymaking. Houghton-Mifflin.

Cobb, Roger and Charles D. Elder. 1983. What is an Issue? What Makes an Issue? In Participation in American Politics: the Dynamics of Agenda Building, 82-93. Baltimore: Johns Hopkins University Press.

Kingdom, John. 1996. Agendas, alternatives, and public policies. New York: Harper Collins. (originally published in 1984). Chapters 1 and 2.

Mintrom, Michael. 1997. Policy Entrepreneurs and the Diffusion of Innovation. American Journal of Political Science, 41(3): 738-770.

Mintrom, Michael and Sandra Vergari. 1996. Advocacy Coalitions, Policy Entrepreneurs and Policy Change.Policy Studies Journal, 24:420-38.

Portz, John. 1996. Problem Definitions and Policy Agendas: Shaping the Educational Agenda in Boston.Policy Studies Journal, 24: 371-86.

Sabatier, Paul A. 2007. The Need for Better Theories. In Theories of the Policy Process. Boulder, Colorado: Westview Press.

Zahariadis, Nikolaos. 2007. The Multiple Streams Framework. In Theories of the Policy Process, 2nd ed. Paul A. Sabatier, ed. Chapter 3. Boulder, Colorado: Westview Press.

Chua, Yvonne T. and Vinia M. Datinguinoo. 1998. The Media as Marketplace. In C. F. Hofilea

(ed.), News for Sale: The Corruption of the Philippine Media, 90-109. Quezon City: Philippine Center for Investigative Journalism.

Coronel, S. S. (1998). Media ownership and control in the Philippines. Media Development. Retrieved from http://wacc.org.uk/modules.php?name=News&file=print&sid=479

Coronel, S.S. (2001). The Media,The Market and Democracy: The Case of the Philippines. The Public, 109-125.

Coronel, S.S. () The Role of the Media in Deepening Democracy. http://unpan1.un.org/intradoc/groups/public/documents/un/unpan010194.pdf

Corpuz, O. D. 1989. The Roots of the Filipino Nation, Vol. II. Quezon City: Aklahi Foundation.

Kleinnijenhuis, J. & Rietberg, E.M. (1995). Parties, media, the public and the economy: Patterns of societal agenda-setting. European journal of political research: official journal of the European Consortium for Political Research, 28(1),95-118

McCombs, M.E. (1972). Mass Communication in Political Campaigns: Information, Gratification and Persuasion. In: Kline, F. & Tichenor, Ph.J. (Eds.) Current Perspectives in Mass Communication Research. Beverly Hills, CA.: Sage.

Russel Ann L. Rica, MPA Student, Ateneo de Davao University