ABSTRACT
The agenda-setting hypothesis holds that the media agenda is manifested in the ratings of importances or saliences of issues among audience members. As usually stated, the hypothesis does not specify the precise measurement of these saliences, and the measures of these saliences have varied in recent studies along the lines of the diverse origins of the concept. Park (1925) was most concerned with the effects of media presentation on the topics of conversation within a community served by the media; Lippmann (1922) was most concerned with the effects of the media presentation on the individual's view of reality. McCombs and his associates have followed Lippmann, using an intrapersonal concept rather than an interpersonal one more in the Park tradition. McCombs and Shaw (1972), for example, operationalized the concept by asking respondents: "What are you most concerned about these days. That is, regardless of what politicians say, what are the two or three main things which you think the government should concentrate on doing something about?" This might be called "individual issue salience." On the other hand, the notion of the media setting the agenda for its audience seems to allow for a more general definition involving community or interpersonal interaction. A proper operationalization of this latter concept could involve asking respondents both what they talk about with other members of the community and what issues other community members are raising with them. This could be labeled "community issue salience."
