To what extent do the media set the agenda for how people think and
behave in society?
SET THE AGENDA/AGENDA SETTING – the process of deciding what topics
are included in the media and how they are presented to the audience.
Candidates should consider the various ways that the media are able to set
the agenda in society. They should then consider alternative viewpoints that
challenge this idea of media power and control. New media is likely to be
used for the evaluation but this is not essential.
Possible answers:
FOR:
• the content of the media is a social construction based upon the
decisions and choices of media professionals such as journalists –
it therefore does not reflect reality which may affect how people
think and behave;
• some content makes it into the media, some does not – this idea of
selection allows the media to set the agenda and so influence how
people think and behave;
• news values typically determine what stories and issues make the
news – not everything that happens is reported upon therefore the
media sets the agenda and so influences how people think and
behave;
• how the content of the media is presented to the audience also
helps to set the agenda i.e. the angle or spin that a story or issue
takes which then influences how people think and behave;
• media gatekeepers decide what is important for the audience to
know about and thus determine topics of conversation – setting the
agenda and influencing how people think and behave;
• Marxists believe that the media serve the needs of capitalism and
set a capitalist agenda through the way media content supports the
ruling class status quo which influences the audience;
• GUMG research indicates that the way the news is presented
influences how the audience think about particular issues e.g.
management and workers on strike, so setting the agenda;
• the scapegoating of certain social groups within the media also
serves to set the agenda and diverts attention away from any ruling
class wrongdoings e.g. corporate crime, so influencing the
audience;
• the hypodermic syringe and cultural effects models both say that the
media does influence the way the audience think and behave;
• other reasonable response.
AGAINST:
• pluralists believe that the audience have the power to choose what
they wish to consume and therefore are not subject to media
agenda setting;
• the uses and gratifications approach believes that the media serves
audience needs rather than setting an agenda;
• postmodernists believe that the media is so diverse today that there
isn’t one agenda being set anymore;
• new media is very difficult to control and therefore alternative and
radical viewpoints can easily be disseminated;
• new media allows the audience greater possibilities to control and
alter the content of the media themselves – through such things as
interactivity and uploading via the internet;
• citizen journalism is a good example to argue that the media do not
set the agenda in society – maybe the audience do instead;
• it’s not the media that sets the agenda for how people think and
behave but other informal agencies such as family, education,
peers;
• other reasonable response.
Band 0 [0 marks]
No creditworthy response.
Band 1 [1–4 marks]
Answers in this band may be vague and largely based on common sense
showing limited knowledge of whether the media set the agenda for how
people think and behave in society. Use of sociological terms or concepts is
very unlikely. Responses may be short, undeveloped and one-sided, e.g.
The media can present things in a certain way so that the audience believe
what they see and read. Lower in the band (1–2 marks) expect one or two
weak points. Higher in the band (3–4 marks) candidates may offer more than
two points or provide a weak definition of key terms, e.g. Agenda setting
means telling people what to think, in the question.
Band 2 [5–8 marks]
In this band candidates will show some basic knowledge of whether the
media set the agenda for how people think and behave in society.
Alternatively, they may offer an answer which is list-like in nature but there
will be no real attempt to assess the issues raised by the question. There
may be limited/some use of sociological terms or concepts. Responses may
be underdeveloped and lack range. Answers may be simplistic and two-sided
responses are unlikely e.g. The media is controlled by powerful people who
support the ruling class so this viewpoint comes through in the media and
the audience are influenced by it to think and act in a particular way, etc.
Lower in the band, the response will be rather narrow in the points covered
and there will be little development. Higher in the band, more points will be
covered and there will be limited development of some points. Alternatively,
a list-like answer with little development covering both sides of the argument
may score up to 8 marks.
A one-sided answer cannot score higher than 8 marks.
Band 3 [9–12 marks]
Answers in this band will show good sociological knowledge and
understanding of whether the media set the agenda for how people think
and behave in society. Sociological terms and concepts will be used with
greater accuracy and/or frequency. For the most part, answers will be welldeveloped,
focused on the question and there will be a range of points
presented. Candidates may say that e.g. Despite Marxists claiming that the
media do determine what is covered in the media through, for example,
prevalent news values, Pluralists believe that the audience have the power
to select for themselves what they consume and so the ability to avoid any
agenda setting. With the advent of new media this has increasingly become
the case as the audience are now active media producers as well as
consumers meaning that they could be said to set the agenda as much as
the media do. There will be a two-sided response but this may be
unbalanced. At the bottom of the band, candidates may provide a narrower
range of well-developed points. At the top of the band, expect a wider range
of points and clear focus on the question.
Band 4 [13–15 marks]
Answers in this band will show excellent knowledge and understanding of
whether the media set the agenda for how people think and behave in society.
There will be a strong grasp of the argument as well as accurate and frequent
use of sociological terms and concepts. Answers will be well-developed,
clearly focused on the question and discuss a wide range of points.
Responses will be two-sided and balanced. At the bottom of the band (13
marks) the answer may lack a specific conclusion. Higher in the band, there
will be a clear attempt to offer an assessment of the ‘To what extent??’ part
of the question through a focused conclusion. Candidates should show
consideration of points for and against the idea of media agenda setting
influencing audience thoughts and actions, citing some of the examples
given.