New Directions in Agenda-Setting Theory and Research

Abstract

As agenda-setting theory moves toward its 50th anniversary, its productivity in the past and at present augurs a highly promising future. In this essay, the original theorists trace the development of agenda setting and identify seven distinct facets. They explore three of the seven facets—need for orientation, network agenda setting, and agendamelding—in greater detail because those are particularly active arenas of contemporary research. Grounded in more than 40 years of productive collaboration among the authors, this inaugural Deutschmann Scholars Essay offers numerous new ideas about recent trends in and future directions for agenda-setting theory and research. The three authors are all recipients of AEJMC's Paul J. Deutschmann Award for Excellence in Research recognizing a career of scholarly achievement. The Deutschmann scholars observed that this may well be the most original article they have ever written together.