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Nexus of media and political agenda

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The writer is a political, economy and security analyst and a governance and public policy practitioner. He can be contacted at [email protected]

Today all of us are living in an environment in which the media’s presence is ubiquitous and their influence is encapsulating. Various media genres, channels and outlets are providing us with information, which is difficult for us to process. At times the information disseminated by the media seems to be haphazard but it is mostly not the case and every media provides public information with a set programme in which communication lexicon is called the media agenda-setting role. Research has discovered that there is a close connection between media agenda and public agenda.

The basic premise of agenda-setting research hypothesis is that mass media could configure the public agenda, meaning the matters of significance they think affect their lives, by giving importance to various items in their news agendas. The media through their role in the structuring and construction of socio-political reality influence the public agenda in a manner of which issue should be given much importance. Thus media play an instrumental role in building political campaigns, influencing political decision-making like voting. As Pakistan is going to have elections soon this agenda-setting role of the media has started evolving. The hypothetical agenda-setting concept was first put thorough empirical research by Mc Combs and........

© The Express Tribune