Steve Chaffee and Miriam Metzger, in their 2001 Mass Communication and Society article, “The End of Mass Communication?,” predicted that the rise of the Internet and other new media technologies would spell the eventual demise of agenda-setting research. They noted as the type and number of news media outlets increases and consumption for each of these sources decreases, the notion of a unified media agenda becomes problematic.
However, talks of the death of agenda setting have been premature. Agenda-setting has not only survived, but it has also thrived with the rise of Web 2.0, partly because traditional media sources have continued to help shape the agenda of new media such as blogs and social network studies. Also, researchers have expanded the theory and methods of agenda setting to better account for changes in the media landscape as well as the role of the public in the agenda-setting process and its major effects in the business and economic sector.
Publication: Agenda Setting in a 2.0 World - June 30, 2013
Editor: Thomas J. Johnson (Ph.D., University of Washington) is the Amon G. Carter Jr. Centennial Professor in the School of Journalism at The University of Texas at Austin. His most recent co-edited book, “International Media Communication in a Global Age” (Routledge, 2009), examined key issues regarding global communication. Johnson has 50 journal articles published or in press, 19 book chapters and presented more than 100 papers at international, national and regional conferences.