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Management and Organization Theory: A Jossey-Bass Reader by Jeffrey A. Miles

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4

Agenda Setting Theory

Originally, agenda setting theory examined the correlation between the frequency and duration of mass media coverage of a story and the extent to which people believed that an issue or story was important (Kosicki, 1993; MacKuen, 1981; McCombs, 2004). Initially, there was concern that the mass media would have powerful, pervasive, “hypodermic needle–like” effects that would change public attitudes and behaviors (for example, Lasswell, 1927; Lippman, 1922). However, research revealed that mass media influences are strong but not totally dominating (Klapper, 1960; Miller, 2007). Over time, agenda setting research has moved from examining small, short-term attitudinal changes to looking at long-term social impact caused by ...

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