Mc framing in the social and traditional

Mc Combs and Shaw (1972) quoted Cohen’s (1963) by
saying that the press may not be successful mostly in telling people what to
think, but more in telling its audience what to think about. This referred to
the traditional paradigm of persuasion and attitude change. However, subsequent
studies refined the agenda setting model by examining it from different types
of issues, media and audiences and different time lags between media coverage
and audience response (Dearing & Rogers,1996; McCombs,2004; McCombs & Shaw,1993;
McCombs, Shaw & Weaver,1997; Wanta ,2007.) The challenge with
big data systems generate large numbers of colorful visualizations of text
patterns and overtime trend graphs. The idea reversed agenda-setting was
introduced where journalists may be responding to actual or perceived pubic
interests and could be preceding and influencing the media agenda
(McCombs,2004) Recently studies have shown that there are parallels between the
online ”buzz”” and mass media content (Karpf,2008; Lee,2007; Wallsten,2007)

Agenda-setting research focused on a related
question and less of Importance of an issue, but more on how the issue is
framed and which the issue attributes are emphasized (Chong,2007;
Entman ,1993). This is referred to as second-level agenda setting or simply
framing research (McCombs,2004). The challenge of collecting valid data in the
presence of spam proved difficult because there were no ways to clearly detect
spam from original methods. Social media audiences respond more to public order
and social issues compared to economic issues and foreign affairs. Ideally this
is because most people on social media are the young people whose interests are
more socially inclined. Both crowds i.e. traditional media, social media and
professional journalists are reacting to a shred perception that an event is
significant, and each respond according to its own natural yet unique dynamic.
Social media places a heavier emphasis on social issues and public order issues
compared to the traditional media.

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Big data methodologies do not substitute other
research methods but complement for better understanding of a fast-changing
electronic public sphere. The attentional spikes of blogs, tweets and
discussion boards posts are likely to precede the traditional media. The issue
framing in the social and traditional media confirm that they are
interdependent compared to the one-way agenda setting. Issue framing depends on
the issues selected, the search phrases chosen, and the time frame chosen.


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