Setting the Agenda: The Mass Media and Public Opinion [Paperback]

Maxwell McCombs (Author)

Book Description

ISBN-10: 0745623131 | ISBN-13: 978-0745623139 | Publication Date: November 22, 2004 | Edition: 1

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  Setting the Agenda describes the mass media’s significant and sometimes controversial role in determining which topics are at the centre of public attention and action. Although Walter Lippman captured the essence of the media’s powerful influence early in the last century with his phrase, “the world outside and the pictures in our heads,” a detailed, empirical elaboration of this agenda-setting role of the mass media did not begin until the final quarter of the 20th century. In this comprehensive book, Maxwell McCombs, one of the founding fathers of agenda-setting tradition of research, synthesizes the hundreds of scientific studies carried out on this central role of the mass media in the shaping of public opinion. Across the world, the mass media strongly influences what the pictures of public affairs "in our heads" are about. The mass media also influences the very details of those pictures. In addition to describing this media influence on what we think about and how we think about it, Setting the Agenda also discusses the sources of these media agendas, the psychological explanation for their impact on the public agenda, and the subsequent consequences for attitudes, opinions and behaviour.

Editorial Reviews

Review

‘This book is the culmination of an unusually focused and productive career spent exploring and elaborating the original concept of media agenda-setting into a complex and useful theory of media effects on public opinion. As such it can be compared to Gray’s Anatomy as a comprehensive and readable overview of hundreds of studies on this subject. Beautifully written and clearly organized, it is the definitive work on media agenda-setting by the founders of this branch of empirical research.’ – David Weaver, Indiana University

‘This book illustrates the wide applicability of agenda-setting theory, nicely putting together research findings regarding the media’s role in public opinion processes from different democracies across the world.’ – Toshio Takeshita, Meiji University

From the Back Cover

Setting the Agenda describes the mass media’s significant and sometimes controversial role in determining which topics are at the centre of public attention and action. Although Walter Lippman captured the essence of the media’s powerful influence early in the last century with his phrase, “the world outside and the pictures in our heads,” a detailed, empirical elaboration of this agenda-setting role of the mass media did not begin until the final quarter of the 20th century.

In this comprehensive book, Maxwell McCombs, one of the founding fathers of agenda-setting tradition of research, synthesizes the hundreds of scientific studies carried out on this central role of the mass media in the shaping of public opinion. Across the world, the mass media strongly influences what the pictures of public affairs "in our heads" are about. The mass media also influences the very details of those pictures. In addition to describing this media influence on what we think about and how we think about it, Setting the Agenda also discusses the sources of these media agendas, the psychological explanation for their impact on the public agenda, and the subsequent consequences for attitudes, opinions and behaviour.

This important and perspicacious new book will prove invaluable to students of media communications and politics, as well as those interested in the role of mass media in shaping and directing public opinion.

See all Editorial Reviews

Product Details

• Paperback: 198 pages
• Publisher: Polity; 1 edition (November 22, 2004)
• Language: English
• ISBN-10: 0745623131
• ISBN-13: 978-0745623139
• Product Dimensions: 8.8 x 5.8 x 0.7 inches
• Shipping Weight: 9.6 ounces (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #407,089 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

5.0 out of 5 stars Essential Reading for Mass Comm Scholars, February 1, 2007

By 

Carole Bell (Washington, DC) - See all my reviews
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This review is from: Setting the Agenda: The Mass Media and Public Opinion (Paperback)

Maxwell McCombs is one of the founding fathers of agenda-setting, arguably one of the most important home-grown theories of mass media influence. In addition to providing a comprehensive and thoughtful synthesis of agenda research to date, this book sets the agenda for future researchers.
As Dietram Scheufele wrote in his Mass Communication and Society review, "other researchers will find this book a good starting point for their own work, and certainly an excellent compendium of what could be labeled the "Austin-Texas School" of agenda-setting research." I highly recommend it.

5.0 out of 5 stars Brilliant book!, November 22, 2011

By 

Carolina - See all my reviews

Amazon Verified Purchase

This review is from: Setting the Agenda: The Mass Media and Public Opinion (Paperback)

This is a must read for anyone who cares about or is interested in journalism and public opinion. Eye-opening and thought provoking. A brilliant book by one of the world's foremost authorities on public opinion.

5.0 out of 5 stars Agenda-Setting 101, August 22, 2008

By 

Patricio O. Gorman "Pato" (Buenos Aires Argentina) - See all my reviews
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This review is from: Setting the Agenda: The Mass Media and Public Opinion (Paperback)

This book is an essential read for anyone interested in understanding Agenda Setting. Max McCombs does an excellent job describing the basics, building a comprehensive and progressive model describing the effects of agenda-setting based on several studies of media and public agenda. It sets the ground rules for more advanced reads and gives you a very clear perspective of the very broad possibilities that this field offers.