Agenda Setting Theory

 Agenda Setting Theory- Maxwell McCombs and Donald Shawl- “media institutions control what consumers deem to be important by determining what issues get the most attention.”   

This theory began with Maxwell McCombs and Donald Shaw, American communication scholars that were mostly known for the “founding fathers” and also creating the “Agenda Setting Theory.” The Agenda Setting Theory had first begun with their research during the 1968 “Chapel Hill Study” which found an almost perfect connection between the issues North Carolina voters considered important and the topics prioritized by local media. With media institutions like local, national, broadcast and print media, this controlled what the consumers consumed in Chapel Hill. The main purpose was to see what the voters prioritized, which is the main focus of Agenda Setting Theory.

I want to integrate Agenda Setting Theory into my film. Prioritizing the main shots that will be filmed in my film. For instance, I want the audience to feel this rare connection with the two main love interests, making the audience almost feel the love through the screen then having their heart broken by what is being interpreted in the film. I will centralize the important shots to make sure the audience gets this feel. Media industries like print media and digital media, will help control what I want the consumers to gain by determining what issues get the most attention. Perhaps maybe add a marketing strategy that will allow the audience to consume what is being marketed so when the film comes there is a general idea of this.