Abstract
Recent media literature shows that agenda-setting theory has faced several critical challenges, including information processing, identity and affiliation, cultural connection, and environment. The foundational premise for agenda-setting is that the media play a major role in setting and deciding the issues for consumers. On the other side, the framing theory creates a shape or a frame for issues to be presented to the audience. This research proposes that despite the many changes and challenges in the media environment, both theories are still able to influence the choices the consumers make about gathering and processing media content. As a historical reference, the 1968 study by McCombs and Shaw in 1972 laid the ground for the application of the agenda-setting theory and its effect on media messages. The scope of this chapter sheds light on the “distinguish genuine agenda setting” and the “pseudo agenda setting” in digital and social media fragmentation and convergence environment. An analytical discussion of the main components of media convergence is discussed.
TopBackground
For any society to grow steadily, it needs the full participation and contribution of its citizens. Traditional outlet media and social media could play a major role in creating a participatory environment for the audience. However, media corporations prioritize the bottom line, focusing on profitability and financial returns. They aim to create content and distribution channels that will generate profits. In doing so, media corporations have inadvertently fostered division among their audiences, leading to uncontrollable competition, fragmentation, and tribalism. They have their agenda, and they frame a news story, an event, or a public or private occurrence as they see fit. In the words of veteran journalist and anchor Carol Marin “As long as I’ve been a reporter people have accused the media of having an agenda” (Uiaa.org. para 25). She also said “I’m not an advocate reporter. My job is to tell a story and let the people get outraged” (Uiaa.org. para 25). The public experience with the media is a mix of mistrust, offense, and indifference. Global media and communication technologies are the highlights of the 21st Century. The central concern for professionals and scholars has been how digital media and social media content and delivery systems are significantly impacted by the ever-fast-changing communication technologies to the extent that media organizations are continually searching for creative ways to stay in business and to remain competitive (Al-Obaidi &Covington, 2007).
Key Terms in this Chapter
Media Convergence: The process by which a single media and separate communication technologies are interconnected and begin to offer various services to their users.
Agenda Setting Theory: Researchers Maxwell McCombs and Donald Lewis Shaw embarked on a study of the presidential election in 1968. The theory proposes that the media can identify and promote certain issues that impact public opinion.
Media Fragmentation: It refers to the increasing of communication technologies and media content that enable the audience to choose from hundreds of media channels and content.
Factual Information: It refers to truthful, actual, and accurate information that media conveys to the public.
Pseudo Agenda Setting: A pseudo is something incredible or fake that aims to catch the attention of the media and consequently the audience.
Framing Theory: It is a conceptual method that frames a message, an issue, or an event in a specific way. It can reorient the audience’s way of thinking or seeing things around them.
Social Media Fragmentation: This means the availability of numerous digital social media that compete with one another to gain more users at the expense of content quality.