ABSTRACT
One of the important roles of the mass media is the setting of agendas in daily life. What is emphasized in the media, whether traditional or digital, has been found to have a profound impact on not only what people think, but the salience of the issues at any given point in time. This chapter reviews the theory behind agenda-setting and the variables that form, shape, and prime the public’s opinions, attitudes, and behaviors. The chapter also examines the new media and how it impacts on agenda-setting theory and research.
