Agenda Setting in the Media

 Although we may not realize it, we are all victims of agenda setting in the media. Gatekeepers will often tailor media to fit a certain audience's preference, promoting the agenda of a "typical" member of those being targeted so that the media, whether it be advertising, television or news, can be the most successful.

Agenda setting occurs when an owner or producer of a certain type of media wishes to promote certain ideals, and therefore picks and chooses what the audience will see. Oftentimes, in order to keep their audience and/or customers interested in their product, the media has to cater their advertising and even the news itself towards the audience members being targeted. This can be noted in news stations, such as the notorious Fox and MSNBC, that highlight more conservative and more liberal ideas, respectively, based on their target audience. This turns into agenda setting when these companies rely on the stereotypes of their target audience to decide what news or advertisements they will see.

As I was uploading some pictures on my Facebook, I happened to look at the advertisements on the side of the page. I noticed a strange coincidence about all of the ads: they all catered to my interests. Facebook had used information I put in my profile about my activities, school and location and used it to promote advertisements about cheerleading, UT, and places to shop around Austin. This is a perfect example of agenda setting in the media, as Facebook decides what kind of advertisements would be more likely to get a response from people based on their own personal interests as indicated in their profile. The images below are of a few ads from my Facebook. These advertisements draw from my interest in art, my attendance at UT, my hometown, Dallas, and my recent trip to Puerto Rico. Next time you're on Facebook, see what kind of advertisements are on your agenda!