Agenda-Setting: A Preliminary Proposal
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Date
2022-02-28
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IOSR Journal Of Humanities And Social Science (IOSR-JHSS)
Abstract
The agenda-setting theory has long been around since investigations into the role of the media in the
transmission of salience issues and what awareness it generates plus the priority the audience gives same was
unearthed. Three derivatives (policy agenda-setting, public agenda-setting and media agenda or agenda building)
earlier identified by Rogers and Dearing have been instrumental to these processes and investigations. On
account of the impact of the Internet on the communication ecosystem and to complement the earlier three
offshoots, the agenda-setting framework is ripe for additional amplification. And because the Internet has
expanded the media ambit and rendered additional platforms via convergence and digitization, a distinct
category of media content influencer/source has been birthed. Do celebrities have enough impact on Media
offering or salient issues that makes it into editorial content? What do available empirical studies say about the
preceding query? Employing causal explanatory research design, while using literature review as a research
instrument, this article, therefore, examined the historical background of the agenda-setting theory and the
dimensional influence of celebrities in the agenda-setting scope and subsequently developed a springboard for
the proposed derivate—the 'Celebrity agenda-setting'—whilst considering its conceptual plausibility which is
hinged on the impact of the New Media and audience behaviour. Since this is a preliminary proposition; it is
posited that scholars and researchers in the communication ecosphere give this concept further attention and
exposition.
Description
Keywords
Celebrity Agenda-setting, Celebrity journalism, Internet impact, Entertainers, Social media
Citation
Obiaje, K. M. (2022). Celebrity Agenda-Setting: A Preliminary Proposal. IOSR Journal Of Humanities And Social Science, Volume 27, Issue 2, Series 7. ISSN: 2279-0837. Pp. 23. https://www.iosrjournals.org/iosr-jhss/pages/27(2)Series-7.html