Exam 10: Mass Communication

Correct Answer:

Answered by Examlex AI Copilot

First-level agenda setting and second-level agenda setting are concepts that stem from the field of communication studies, particularly in the context of media effects on public perception and opinion. These concepts are part of the broader agenda-setting theory, which suggests that the media doesn't tell people what to think, but rather what to think about. Here's how the two levels differ:

First-Level Agenda Setting:
First-level agenda setting refers to the media's ability to influence the importance placed on the topics of the public agenda. That is, by giving more coverage and prominence to certain issues, the media can shape the public's perception of what is important. This level of agenda setting is concerned with the salience of issues. For example, if news outlets extensively cover a particular natural disaster, the public is likely to perceive that issue as more important than others receiving less coverage.

Second-Level Agenda Setting (or Attribute Agenda Setting):
Second-level agenda setting goes a step further by focusing on the attributes of the issues or objects that are being reported in the media. This level is concerned with how the media shapes the public's perceptions of the characteristics, qualities, and properties of the issues on the agenda. For instance, not only does the media influence the public to think about a specific political candidate (first-level), but it also influences how the public thinks about that candidate's attributes, such as integrity, experience, or effectiveness (second-level).

In summary, while first-level agenda setting is about the "what" (which issues are important), second-level agenda setting is about the "how" (how people think about those issues and their attributes). Both levels of agenda setting play a crucial role in shaping public opinion and discourse, and they demonstrate the powerful role that media can play in directing attention and influencing perceptions.