Weaver, D. H. (2007), Thoughts on Agenda Setting, Framing, and Priming. Journal of Communication, 57: 142–147. doi: 10.1111/j.1460-2466.2006.00333.x
David H Weaver is a Research Professor and Distinguished Professor at the School of Journalism Bloomington, USA who has written many journalistic books, received journalism awards and undertaken specific research on media agenda setting since 1972. The article discusses the interconnectedness of agenda setting, framing and priming. First level agenda setting is the importance of the issue and second level agenda setting is the attributes of the issue. Weaver views framing as related to second level agenda setting in that it selects the attributes that are salient to the issue providing stated or implied arguments whilst priming is linked to agenda setting by making these issues more salient through the ability to more readily access it to form opinions. Priming, he reveals, has a strong link to television agenda setting. In conclusion the similarities between second level agenda setting and framing are the ways in which the audience think about the issue and how they are depicted with agenda setting and priming, in Weaver’s opinion, following a similar cognitive process. He states, “To sum up, there are similarities and connections between agenda setting, priming, and framing, but they are not identical processes.” His significant use of citations lends considerable expertise and credibility to the article even though some refer to his own research.
Hall, A. (2011, October 4). Watchdog investigates ‘political’ football commentary. ABC – PM. Retrieved from: http://www.abc.net.au/pm/content/2011/s3332157.htm
This radio report was filed by Ashley Hall, a reporter of long standing, producer and occasional presenter for the radio programs AM, World Today and this program, PM. It covers the initial pokies commentary during the NRL Grand Final and the contentious issue of who initiated the remarks. The authoritative introduction and tone by Mark Colvin the presenter and veteran journalist from television news programs such as Four Corners, Foreign Correspondent and Lateline give weight to the piece. Hall provides direct quotes and circumstances of the comments and further elaboration of explanations on the framing of those comments. He uses Warren’s, one of the announcers whose initial remarks started the controversy, later comments to point out how it reinforced the Nine’s agenda setting of opposing the government’s proposal and supporting the clubs and pokie industry, which clearly demonstrates the link between the two. Later Hall firmly states his opinion disputing channel Nine priming the changes as a tax to suit their own agenda setting, thus tying in with Weavers interrelatedness of the three theories. There is extensive use of personal interviews, voice overs, related material and an expert to gain the audiences belief that this is a trustworthy investigative report.
Holmes, J. (2011, October 10). Nine investigated for on-air comments. ABC – Media Watch. Retrieved from: http://www.abc.net.au/mediawatch/transcripts/s3336406.htm
Jonathon Holmes, the presenter, has a vast array of experience in the media, starting his career in Britain, with positions ranging from Executive Producer to Head of ABC Documentaries and joining the much respected ‘Media Watch’ in 2007. The credibility of this investigation lies with both Holmes and the programs reputation. Throughout this section of the program Holmes continually uses questions as a means to introduce evidence of wrong doings, which is interspersed with excerpts of interviews and replies to letters. By this means he shows the use of framing, provided in a live clip, to show that the comments were delivered as an expression of personal beliefs. He then states that it is incorrect to prime the audience that the pre-commitment policy is a tax. By the use of interview excerpts Holmes makes a link between the framing and priming to the networks pro-pokies agenda setting, which once again supports Weaver’s position. The story ends with a statement indicating that Nine was agenda setting on a political matter. The report is not as deeply investigative as the previous, but is more weighted to a subjective piece of journalism.
Saulwark, J. (2011, October 18) Nine admits it was responsible for pokies comments. The Sydney Morning Herald. Retrieved from: http://www.smh.com.au/entertainment/tv-and-radio/nine-admits-it-was-responsible-for-pokies-comments-20111017-1ltf7.html
The author of this article is better known as an economics reporter with the Sydney Morning Herald who usually writes in the business section. The use of Saulwick could perhaps be to avoid claims of bias as Phil Gould, one of the subjects of the article, is also a Fairfax columnist. This article is a news breaker, written objectively, but lacking any new or extensive investigation whilst clearly conveying the news at the outset that the Nine Network were stating their own position and agenda setting, not the personal commentary it was previously framed as, when on-air comments were made during the NRL preliminary final. Saulwick provides a history of the issue as well as the circumstances leading to this revelation including the misconception of the proposed pre-commitment policy being primed as a tax. By providing a legal explanation of licensing requirements Saulwark continues to deliver the report in an official narrative style. The information provided still supports Weaver’s argument that framing and priming are linked to agenda setting. This is demonstrated in that Nine admits that it was not just banter or personal expressions, framing, but was linked to their own agenda setting of an anti-government, pro-club stance, and their continued use of “tax” in reference to the policy, priming. In comparison to the two previous articles it deals only in facts and is objective.
David H Weaver is a Research Professor and Distinguished Professor at the School of Journalism Bloomington, USA who has written many journalistic books, received journalism awards and undertaken specific research on media agenda setting since 1972. The article discusses the interconnectedness of agenda setting, framing and priming. First level agenda setting is the importance of the issue and second level agenda setting is the attributes of the issue. Weaver views framing as related to second level agenda setting in that it selects the attributes that are salient to the issue providing stated or implied arguments whilst priming is linked to agenda setting by making these issues more salient through the ability to more readily access it to form opinions. Priming, he reveals, has a strong link to television agenda setting. In conclusion the similarities between second level agenda setting and framing are the ways in which the audience think about the issue and how they are depicted with agenda setting and priming, in Weaver’s opinion, following a similar cognitive process. He states, “To sum up, there are similarities and connections between agenda setting, priming, and framing, but they are not identical processes.” His significant use of citations lends considerable expertise and credibility to the article even though some refer to his own research.
Hall, A. (2011, October 4). Watchdog investigates ‘political’ football commentary. ABC – PM. Retrieved from: http://www.abc.net.au/pm/content/2011/s3332157.htm
This radio report was filed by Ashley Hall, a reporter of long standing, producer and occasional presenter for the radio programs AM, World Today and this program, PM. It covers the initial pokies commentary during the NRL Grand Final and the contentious issue of who initiated the remarks. The authoritative introduction and tone by Mark Colvin the presenter and veteran journalist from television news programs such as Four Corners, Foreign Correspondent and Lateline give weight to the piece. Hall provides direct quotes and circumstances of the comments and further elaboration of explanations on the framing of those comments. He uses Warren’s, one of the announcers whose initial remarks started the controversy, later comments to point out how it reinforced the Nine’s agenda setting of opposing the government’s proposal and supporting the clubs and pokie industry, which clearly demonstrates the link between the two. Later Hall firmly states his opinion disputing channel Nine priming the changes as a tax to suit their own agenda setting, thus tying in with Weavers interrelatedness of the three theories. There is extensive use of personal interviews, voice overs, related material and an expert to gain the audiences belief that this is a trustworthy investigative report.
Holmes, J. (2011, October 10). Nine investigated for on-air comments. ABC – Media Watch. Retrieved from: http://www.abc.net.au/mediawatch/transcripts/s3336406.htm
Jonathon Holmes, the presenter, has a vast array of experience in the media, starting his career in Britain, with positions ranging from Executive Producer to Head of ABC Documentaries and joining the much respected ‘Media Watch’ in 2007. The credibility of this investigation lies with both Holmes and the programs reputation. Throughout this section of the program Holmes continually uses questions as a means to introduce evidence of wrong doings, which is interspersed with excerpts of interviews and replies to letters. By this means he shows the use of framing, provided in a live clip, to show that the comments were delivered as an expression of personal beliefs. He then states that it is incorrect to prime the audience that the pre-commitment policy is a tax. By the use of interview excerpts Holmes makes a link between the framing and priming to the networks pro-pokies agenda setting, which once again supports Weaver’s position. The story ends with a statement indicating that Nine was agenda setting on a political matter. The report is not as deeply investigative as the previous, but is more weighted to a subjective piece of journalism.
Saulwark, J. (2011, October 18) Nine admits it was responsible for pokies comments. The Sydney Morning Herald. Retrieved from: http://www.smh.com.au/entertainment/tv-and-radio/nine-admits-it-was-responsible-for-pokies-comments-20111017-1ltf7.html
The author of this article is better known as an economics reporter with the Sydney Morning Herald who usually writes in the business section. The use of Saulwick could perhaps be to avoid claims of bias as Phil Gould, one of the subjects of the article, is also a Fairfax columnist. This article is a news breaker, written objectively, but lacking any new or extensive investigation whilst clearly conveying the news at the outset that the Nine Network were stating their own position and agenda setting, not the personal commentary it was previously framed as, when on-air comments were made during the NRL preliminary final. Saulwick provides a history of the issue as well as the circumstances leading to this revelation including the misconception of the proposed pre-commitment policy being primed as a tax. By providing a legal explanation of licensing requirements Saulwark continues to deliver the report in an official narrative style. The information provided still supports Weaver’s argument that framing and priming are linked to agenda setting. This is demonstrated in that Nine admits that it was not just banter or personal expressions, framing, but was linked to their own agenda setting of an anti-government, pro-club stance, and their continued use of “tax” in reference to the policy, priming. In comparison to the two previous articles it deals only in facts and is objective.
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