When: Monday, April 26
Place: Dogwood Room, Indiana Memorial Union (Mezzanine level)
Speaker: Professor Maxwell McCombs, Jesse H. Jones Chair in Communications School of Journalism University of Texas at Austin
Future Directions in Agenda-Setting Research:
The Psychology of Agenda-Setting Effects
In the years since the Chapel Hill study, agenda-setting theory has evolved into five theoretical stages, and all five remain vigorous arenas of research today. These contemporary lines of research are characterized by two broad trends. There is a centrifugal trend, the expansion of agenda-setting research into new domains and settings far beyond the original realm of public affairs. The counterpoint is a centripetal trend in which scholars have turned their attention inward to the continuing explication of the theory’s basic concepts. Much of this research concentrates on the psychology of the agenda-setting process. Included in this research are the impact of incidental exposure, elaboration of the relevance component in the concept of need for orientation, exploration of the role of basic values and the role of emotion in the agenda-setting process, and the implications of first and second-level agenda-setting effects for attitudes, opinions and behavior.
David Weaver of has also scheduled an informal roundtable session for interested graduate students and faculty from 10:00-11:00am in the Ernie Pyle Lounge, which is room 203 of Ernie Pyle Hall. This is a chance for some informal discussion with Professor McCombs regarding agenda-setting research or other subjects of interest.
For more information about Professor McCombs' internationally recognized research on the agenda-setting role of mass communication and the influence of media on the focus of public attention, see: http://journalism.utexas.edu/faculty/maxmccombs.html