Agenda-Setting Theory

Agenda-Setting Theory is a communication and sociological concept that explains how media influences public perception by determining which issues receive attention. Proposed by Maxwell McCombs and Donald Shaw, the theory suggests that while media may not dictate what people think, it significantly affects what they think about by prioritizing certain topics over others. This process shapes societal priorities, influencing political discourse, policy debates, and cultural narratives. Sociologists and communication scholars use agenda-setting theory to study media power, audience behavior, and the interaction between media, public opinion, and policymakers. The theory highlights the role of mass media in structuring societal focus and shaping collective awareness.