chapter  Ten
9 Pages

The Transfer of Interests

ByMaxwell McCombs, Edna Einsiedel, David Weaver

The mass media are not the only influence on the public and government agendas, although they are an important force. Other groups and institutions play significant roles in setting the public and policy agendas, often through influencing the media agenda. Increasingly, as political party identification in this country has declined, special interest groups have played a more important role in getting some issues onto the policy agenda of various government bodies (legislatures, agencies, courts, etc.), 1 often through influencing the media agenda as well as through direct lobbying of government officials. 2