“The Agenda Setting Function of the Media,” and “Framing Toward Clarification of a Fractured Paradigm”

AGENDA SETTING What is the agenda setting function of the media? “The media are the primary sources of national political information; for most, mass media provide the best—and only—easily available approximation of ever-changing political realities.” the press “may not be successful much of the time in telling people what to think, but it is stunningly successful in telling its readers what to think about”

How is the agenda setting function of the media changing today? …New media and social media: blogs, twitter and Facebook

FRAMING What is a frame? “to frame is to select some aspects of a perceived reality and make them more salient in a communicating text, in such a way as to promote a particular problem, definition, causal interpretation, moral evaluation and/or treatment recommendation for the item described”

Frames are present in all news stories, some are more noticeable. May not impact reader/viewer thinking “Most frames are defined by what they omit as well as include” In news media – frames can be narrative (from journalist) or a passive frame (from the source)…more on that next week!

4 roles of a news frame 1 – define problem 2 – diagnose cause 3 – make a moral judgment 4 – suggest remedies (all are not always present in a particular text)

(At least) four locations of frames in in the communication process 1. Communicator (Source) – decide what to say according to frames *** intermediary step - - Journalist (like the source, he/she also makes conscious or unconscious decision about salience of information. 2. Text (or news story) – the presence or absence of key words, stereotypes, clichés, reinforcing imagery, sources, wording, etc.. 3. Receiver (reader’s frame may or may not reflect the text or intended frame. Ex: global warming skeptic watching Al Gore’s “Inconvenient Truth.”) 4. Culture (which also influences each of the steps) - - stock of commonly invoked frames - could differ among different reader demographics (frequent readers vs. non-target audience)

FRAMING EXERCISE 1 10 min. to read, 10 min. to discuss in small groups, 10 min. to share… What are the four roles of a news frame in the entire text? 1 – what is the problem identified in the article? 2 – what caused the problem? 3 – what moral judgment does the article suggest? 4 – are any remedies/solutions suggested? *Time permitting* 1. Who are the sources: what appear to be their agendas/frames? 2. Journalist: what is the most salient info in the story? 3. Text: Any key words, imagery in the text? Anything notably missing? 4. You receivers: how does this story influence your understanding of the issue? 5. Culture: how does this story contribute or fit into the larger culture, or the collection of green/eco narratives, you have observed in media or society?