Теорията за медийния дневен ред в дигиталната ера – трансформации и развитие
Agenda Setting Theory in the Digital Era - Modifications and Adjustments

Author(s): Svetlana Stankova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: agenda setting; audience; mainstream media; media reflection; social networks; two-step flow of communication
Summary/Abstract: While the basic propositions of agenda setting theory are still valid today, they need substantial adjustments in light of new communication technologies. The proposed research aims to revisit some of Maxwell McCombs and DonaldShaw’s statements about the media agenda and in particular: 1) Whether the salience of given topics/issues/events on the public agenda highlights the media’s involvement in its setting and if the potential impact of media is reduced?; 2) Is the audience turning to the social networks to understand what is important considering media diversification and audience specialization? The conclusions based on mainstream media and social networks coverage of the war in the Middle East since October 7-th, 2023 indicate that although media have lost some of their potential to shape the media agenda, their impact is preserved in the new media ecosystem by being transformed into new intermediate influences.

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