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The Agenda-Setting Theory In The Media

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This theory is a product of the Agenda-setting theory. In the last two decades this theory has positioned itself as an important part of conducting news analysis (Johnson-Cartee, 2005:199). According to Nisbet (2010:46) this theory’s origin is accredited to Erving Goffman (1974). Goffman described frames as “schemata of interpretation” which help people to “identify, and label issues, events, and topics.” However, this theory can also be used by people involved in social influence research and news promotion. Framing theory is mostly used to describe the influential power a communicating text has on a society’s thoughts (Entman, 1993:51). Linström and Marais (2012) explain that framing provides a description of communication’s power in directing societies thoughts into a certain direction regarding a topic. Yet there is no precise statement as to how frames manifest in a text or to what manner is thought influenced by them (Entman, 1993:51). Entman (2007:164) defines framing as a process which entails the gathering of certain elements of reality and formulating a narrative which promotes a certain interpretation. McCombs, et al, (2011:29-30) articulate that in the media there are several areas that have the potential to be influenced from both the inside and outside of the media organisation. One of these factors is articulated as “the framing of issues and people, or what aspects of stories get covered.” This entails that journalists focus on only certain part or parts of a

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