What is Social Media Fragmentation

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 As a historical reference, the 1968 study by McCombs and Shaw in 1972 laid the ground for the application of the agenda-setting theory and its effect on media messages.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.