AGENDA SETTING THEORY ON 21ST CENTURY NEWS PORTAL
Maxwell McCombs and Donald Shaw 1972 introduced agenda Setting Theory. It is telling about “How media sets the public agenda.” In displaying news, broadcaster has playing important part in shaping social reality. Literally, Media trying to make audiences not focusing in their mind-what they think, but what should they thinking. The audiences will learn about a given issues not only information, but also the important thing amount of issue published into audiences.
News portal is the tools to convey the message or information that has been collect by the journalist. There are two form of news portal, just like the printed media into the electronic media. In the 21st century during globalization, many broadcasters are changes into digital media. Not only printed product, the media also produce their news into the electronic media, it is call new media. The news will be publishing in real time using the wide network. This convenience mode takes the audience easily to access the news.
Media have the important part to “set” the “agenda” in displaying news. They ‘setting’ the public audience to convincing them which news need their interest. We can observe it from the “How big media give their space for the news?” or “Which news will they take for headline?” People easily understand what events are precarious by read the headlines. Based on this media, we can conclude that the pressures of a media industry on the news "Which they considered important". In displaying news, we can get their public interest, and they have aims such as; creating the issue and public opinion, divert the issue, get the rating, or transfer the value.
The chosen phenomenon will get media more interest. Media will expose it almost the latest information. In choosing the phenomenon, media should observe it with their aims and are they get the high rating from that publication or not. In the other hand, we have to seek media alignments. Sometimes we can find the “bad news” in this news portal and “good news” in the other. It means that, they can build the public opinion from the news. The way they framing are the way they transfer ideology and value through the news.
Moreover, from those issues, they should create public opinion seems like media opinion. If they say true, the public should also think that it is true which called media reality. In addition, when the media broadcast news is about the disaster from the secluded areas, so public will not eager to check it first. When the media broadcast those disasters news repeatedly, then the public will pay attention and even raise help for them.
Observe the media by agenda setting theory telling us about how media focuses only one issue to create the public opinion. In that theory, it reminds us, “What about the other issue that do not receive media attention?” Media selecting the phenomenon and rate those up. In fact, there are so many important phenomenon need to expose and get the public interest. Poverty and unemployment cases still increase and become a state problem to flourish. Just because media can selecting the news to publish and have a power to shape public thinking, they only take the important news, which fits its purpose, and the public is not paying attention to the real reality. Then, the public will only believe in media reality, not on social reality. Those how media work right now.
I can draw the conclusion that, Agenda Setting Theory in 21st century news portal has power to create public opinion. We can observe them from the effects provided. The media control their mind through continuous coverage. Moreover, sometimes public disagree with media, and when it happen, they do bullying.
Social reality does not receive media attention; it does not get public attention. This causes from agenda setting theory. The public will see the world through what they see on media in a glance. Even tough, not every single social reality has chance to publish by media.
REFERENCES
Marzuki, E. (2013). Agenda setting: isu-isu pada headline surat kabar harian jawa pos edisi juni 2006 terhadap masyarakat surabaya. Universitas Yudharta Pasuruan: Pasuruan
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