ZUR351 Reading and Interpreting Agenda Setting Theory as an Approach to Mass Media Content Analysis

Faculty of Social Studies
Spring 2010
Extent and Intensity
1/1. 4 credit(s). Type of Completion: z (credit).
Teacher(s)
PhDr. Mgr. Zdeněk Havlíček (lecturer)
Guaranteed by
prof. PhDr. Jiří Pavelka, CSc.
Department of Media Studies and Journalism – Faculty of Social Studies
Contact Person: Ing. Bc. Pavlína Brabcová
Timetable
Tue 10:00–11:40 M117
Course Enrolment Limitations
The course is offered to students of any study field.
The capacity limit for the course is 20 student(s).
Current registration and enrolment status: enrolled: 0/20, only registered: 0/20, only registered with preference (fields directly associated with the programme): 0/20
Course objectives
The course is built around reading and discussing important and essential texts dealing with the agenda-setting theory. The course starts with discussing the current state of research into media and media output, and then goes on to discuss the basic principles of the agenda-setting theory, focusing on all three types of agenda (i.e. media, public and policy agendas). The course will also look at the agenda-setting theory and new media, and eventually the future of this theory.
Syllabus
  • Session 1 – Course introduction Introducing the course and the credit requirements. Selecting presentation and essay topics.
  • Session 2 – Researching Media and Media Output
  • Session 3 – Influencing Public Opinion
  • Session 4 – What is Agenda Setting
  • Session 5 – Media and Public Agenda
  • Session 6 – Public and Policy Agenda
  • Session 7 – Agenda-Setting Process
  • Session 8 – Pictures and Issues in our Heads
  • Session 9 – Framing the Agenda
  • Session 10 – Shaping the Media Agenda
  • Session 11 – Who Wags the Dog?
  • Session 12 – Agenda Setting and New Media
  • Session 13 – Agenda Setting and Beyond
  • Session 14 – Credit test
Literature
  • BERTRAND, Ina and Peter HUGHES. Media research methods : audiences, institutions, texts. New York: Palgrave Macmillan, 2005, x, 286. ISBN 0333960955. URL info
  • MCCOMBS, Maxwell E. Setting the Agenda : the mass media and public opinion. 1st pub. Cambridge: Polity Press, 2004, 184 s. ISBN 0745623123. info
  • McQuail's reader in mass communication theory. Edited by Denis McQuail. 1st pub. London: SAGE Publications, 2002, xxiv, 427. ISBN 0761972439. info
  • GUNTER, Barrie. Media research methods : measuring audiences, reactions and impact. 1st pub. London: SAGE Publications, 2000, 314 s. ISBN 076195659X. info
Assessment methods
The classes are intended as seminars. This means that students' work consists of reading required texts, active participation in discussions, and preparing a presentation on a selected topic. The students will also be asked to write a short formal essay expanding the topic the opted for their presentation. At the end of the course, the students are expected to sit for a credit test.
Language of instruction
English
The course is also listed under the following terms Spring 2008, Spring 2009.
  • Enrolment Statistics (recent)
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