The media has an impact on people’s understanding of society. In Agenda-setting theory, the mass media can influence people’s attention to events through the information the mass media provide and the topics they organize (University of Twente, 2018). Of course, more and more clever audiences will not be completely dominated by the mass media. The content of the media, the way it is narrated, and the frequency with which the audience is exposed to the media are also the concerns of the audience. In the political world, news coverage does not cover everything as well, and voters tend to share the media’s comprehensive definition of important issues (McCombs & Shaw, 1972). Thus, it is very important for politicians to win the support and the trust of the media. Even if the media cannot put in a few good words for the politician, helping them express their key political ideas to an audience in a positive way is good. Social media is an interactive platform. More participation will win more attention, and more attention could get more people engaged. Setting the agenda on the most popular pages for young people (such as Weibo), some topics can gain more attention.
Weibo's Hot Search is back: but some parts look differenthttps://t.co/xGcEo3rGDO
— Karen Chiu (@karenhwchiu) February 6, 2018
In the meantime, social media users themselves can set their own agendas as publishers of information and news – for example, President Donald Trump, who often sets his own agenda on his own Twitter account.
In the “old days,” when good news was reported, the Stock Market would go up. Today, when good news is reported, the Stock Market goes down. Big mistake, and we have so much good (great) news about the economy!
— Donald J. Trump (@realDonaldTrump) February 7, 2018
In this way, the audience will be influenced to see as “important” as the account owner wants.
So, don’t wait! Set your own agenda by yourselves via social media!
McCombs, M., & Shaw, D. (1972). The Agenda-Setting Function of Mass Media. The Public Opinion Quarterly, 36(2), 176-187. Retrieved from http://www.jstor.org/stable/2747787
University of Twente. (2018). Mass Media | Agenda Setting Theory. [online] Available at: https://www.utwente.nl/en/bms/communication-theories/sorted-by-cluster/Mass%20Media/Agenda-Setting_Theory/ [Accessed 7 Feb. 2018].