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In order to be a successful public relations professional, it is crucial to understand and incorporate this theory. The example below recognises three stories on the same housing issue in Australia, which could result in social change by influencing the public’s decisions before they buy or sell their house. The vast majority of studies on Agenda Setting have found widespread support for a media influence on issue salience despite studies used different methodologies and issues. This concept is formally known as the agenda setting theory; a term first coined by professors Maxwell McCombs and Donald Shaw in 1972. Agenda-setting theory states that the news media have a large influence on audiences. Agenda setting theory is used in a political ad, campaigns, business news, PR (public relation) etc. The first is that the media filters and shapes what we see rather than just reflecting stories to the audience. Agenda setting can help to influence political change, as well as social belief and practices etc. AGENDA SETTING Agenda setting is a theory of mass communication that describes the way in which the mass media interacts with and affects the public it targets. The core concept of agenda-setting research inspired by McCombs and Shaw is the transfer of topic salience from the media agenda to the public agenda. Agenda setting continues to evolve into a key theory in the communications field today. The agenda-setting theory was introduced by McCombs and Shaw (1972) who first showed the role of the media in the 1968 presidential campaign in the United States. namely, agenda-setting, framing, and priming. This study discusses the development of agenda setting and its application in political communication especially in general elections in Malaysia. Agenda setting is a theory about “the transfer of salience, both the salience of … However, increased selectivity and audience fragmentation in today’s digital media environment threaten the traditional agenda-setting power of the mass media. The agenda-setting theory rests on two basic assumptions. Agenda setting theory is about the capacity of media to influence what people think about. The crux of the theory lies at exploring the media agenda-setting aspect of it. Agenda-setting theory’s main postulate is salience transfer. Types of agenda • Rogers and Dearing (1988) identify three types of agenda setting: 1) public agenda setting, in which the public's agenda is the dependent variable (the traditional hypothesis) 2) media agenda setting, in which the media's agenda is treated as the dependent variable (aka agenda … In terms of what stories to consider newsworthy and how much prominence and space to give them. Agenda-Setting: Selection The agenda-setting theoretical model is intended to capture the effects of the media decision-making process. At the core of the theory is the notion that mass media forms the primary interface between the public and the world around them. Gatekeeping is in charge of and has control of the selection of content discussed in the media. The main concept associated with the theory is gatekeeping. Conventional models of agenda setting hold that mainstream media influence the public agenda by leading audience attention, and perceived importance, to certain issues. 20 The original agenda-setting It is assumed that the public cares mostly about the product of a media gatekeeping. Salience transfer is the ability of the news media to transfer issues of importance from their news media […] There are three types of agenda setting behaviors; Public, Media, and Policy Agenda-setting.

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