Sociology – Paper 4 – Media: Ownership and control | e-Consult
Paper 4 – Media: Ownership and control (1 questions)
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The agenda‑setting function of traditional media—shaping what the public thinks about—has been both challenged and reinforced by new media:
- Fragmentation of Audiences: Online platforms allow niche communities to form around specific interests, reducing the uniformity of the public agenda that traditional mass media once held.
- Speed of News Cycle: Real‑time updates on social media can force traditional outlets to react quickly, often adopting topics that originated online, thereby sharing agenda‑setting power.
- User‑Generated Influence: Viral content and trending hashtags can elevate issues that mainstream editors might have ignored, compelling traditional media to cover them to retain relevance.
- Re‑validation of Traditional Authority: Despite these pressures, established media organisations still possess credibility and resources to investigate and provide depth, often setting the agenda for more detailed discussion on new media platforms.
Overall, new media has diluted the monopoly of agenda‑setting but also created a symbiotic relationship where both media forms influence each other.