Survival of the Fittest: Social Media’s Influence on the Relationship between Traditional Media and the Public
Despite the innovations and emergence of digital and social media technologies, the influential Agenda-setting theory developed by Max McCombs and Donald Shaw in 1972 has remained relatively unchanged. Many analysts still operate under the assumption that the media agenda has a greater influence on the public agenda. With the rise of social media, however, the possibility for reverse agenda-setting needs to be more seriously considered, especially in light of recent events surrounding the Trump University lawsuit, the 2016 presidential election, and the relative success of the #NoDAPL protests. Because of modern technological capabilities in social media, the basic premise of Agenda-setting theory is no longer accurate. This paper serves as a critique of existing theoretical models of Agenda-setting by analyzing recent developments in social media.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
The author(s) retains/retain the copyright to the work, but grants Scientia et Humanitas the right to publish, display, and distribute the work in the Scientia et Humanitas journal, in print and electronic format. Please see our Author Agreement for more details. You can download this as a PDF and fill/edit electronically.