The Agenda Setting Function Theory

This theory was developed by Maxwell McCombs and Donald Shaw, and published in 1972. They found a correlation between issues voters believed were important. This theory believes that media filters what we see rather than just reflecting stories to the audience. Also, it describes that the more attention that the media gives to an issue, the more likely the public will consider it an issue. However, people say that this theory is hard to measure and it does not work for people that have already made up their minds. It is hard to convince individuals that the mass media is setting the agenda.

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