“Media doesn’t tell the public what to think, but tells them what to think about” (lecture notes, Cohen). In other words, the media sets the agenda for what to think about.

Terms (SHLAC): Salience, High-threshold, Low-threshold, Adgenda building, Content analysis

media issues are generally remote (e.g. government scandal)

media issues effect nearly everyone in a similar way  (likely to be a personal concern or worry, e.g. personal safety, economic recession or inflation, energy shortages)

(count the number of articles, tells story with numbers) major and minor items based on length or time of conent. Content containing all of the media channels: Web, Print, TV, and etc

replaces agenda setting; Langs wanted it to be more process orientated, i.e., building instead of setting. Steps for building: (1) highlight event, org, activities, groups, personalities to make stand out (other events not covered), (2) Frame the subject, focus on materials and images that mean something, (3) Media than finds spokes people in audience

Lang identifies this as one of the causal influence which challenges McComb and Shaw’s conclusion of the press’s ability to set public agenda (Cat's comment); what the public thinks is important will dictate the media (salient def: most noticeable or apparent).

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