Agenda-setting Theory - Agenda-setting Vs. Agenda-building

Agenda-setting Vs. Agenda-building

As more scholars published articles on agenda-setting theories it became evident that the process involves not only active role of media organizations, but also participation of the public as well as policymakers. Rogers and Dearing described the difference between agenda-setting and agenda-building based on the dominant role of media or public. Thus “setting” an agenda refers to the effect of the media agenda on society, transfer of the media agenda to the public agenda, while “building” an agenda includes “some degree of reciprocity” between the mass media and society where both media and public agendas influence public policy.

Berkowitz has implemented a more nuanced analysis of agenda-setting and agenda-building theories by introducing the terms policy agenda-setting and policy agenda-building. He argues than when scholars investigate only the linkage between media and policymakers, it is still appropriate to use the notion of policy agenda-setting. However, when the focus is placed not only on policymakers’ personal agendas, but also on the broader salient issues where media represent only one indicator of public sentiment, Berkowitz suggests talking about policy agenda-building.