Abstract:
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Agenda-setting
research has mostly concentrated on Television and touched upon the role of
newspapers too. However, after the rise of social media, there is competition
between social media and traditional media to influence the public perception.
Many times, social media and new media complement each other and other times,
they contradict with each other. This article proposes four models for studying
agenda-setting research in relation to social media and discusses whether it
has really claimed the uncontested scope of television for agenda-setting. The
first model invites researches on whether social media, as completely different
to traditional media in terms of content generation and audience engagement,
can be studied to measure the agenda-setting role of media. This is to say
whether public opinion polls, the typical agenda setting research to measure
public perception, can be replaced by studying people's expressions in social
media. The second model proposes researches on whether Social media are
replacing the role of traditional media as agenda-setter to the public. The
third is about agenda-building; how social media and traditional media
complement or contradict in terms of setting agenda for each other. The Fourth
one invites researches on whether the social media are replacing the role of
traditional media in terms of influencing public perceptions.
Key
Words: Agenda-setting, framing, Social media, television
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The article was published in Television Journal of Nepal. Reference to original article:
Kshetri, I. D. 2016. Scopes of agenda-setting research
in the age of TV and social media. In Television Journal of Nepal, 1
(2016), pp. 50-65.
