Journal of Finance and Marketing

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Journal of Finance and Marketing 44 7897 074717

Public-Agenda-Setting:

Agenda-setting describes the "ability (of the news media) to influence the importance placed on the topics of the general public agenda". Agenda-setting is the creation of public awareness and concern of salient issues by the news media. Public-Agenda-Setting. Agenda-setting theory shows the power of the journalism to influence the salience of topics on the general public agenda. Means, if news on a specific item is roofed more frequently and prominently the audience will take the difficulty as more important. Agenda-setting theory shows the power of the journalism to influence the salience of topics on the general public agenda. Means, if news on a specific item is roofed more frequently and prominently the audience will take the difficulty as more important. Public awareness creates Agenda-setting and concern of salient issues by the journalism. There are 2 basic assumptions underlie most research on agenda-setting: 1. press and media- they are doing not reflect reality; they only filter and shape it; 2. media concentration on a couple of issues and subjects leads the general public to perceive those issues as more important than other issues. Different media have different agenda-setting potential.

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