The link between framing, agenda-setting, and priming
The conceptual reasons for news framing, priming effects, and the setting of the agenda for Scheufele and David are given in their communication paper (9-20). The authors investigate whether and how the three models are related and how the researchers and theorists can connect them to the effects of mass media. The three effects and their origins in media-effect research have been reviewed. Based on this overview, scientists emphasize several vital aspects that can be compared: agenda-sets, framing, and priming. At the end of the inscription, they describe the contexts within which the three models function, and the more far-reaching consequences for the development of this discipline that these theoretical distinctions have.
The link between framing, agenda-setting, and priming is essential, as demonstrated by Scheufele and David. The three-fold effect is often orchestrated to improve the impact of the press. The article states that the other models, apart from priming, are mental and accessible. It also confirms that alternative models are based on the assumption that the characterization of an object in the media influences the audience’s understanding of the item. The framing focuses, however, both on psychology and sociology, although it often contributes to similar effects in affecting the decisions of the audience.
Scheufele and David, furthermore, address the science of studying the audience, as opposed to the concept of spinning stories, so that the content presented corresponds appropriately to the description by the people. In such situations, ethical questions will arise because the audience gets what they want to hear. However, the aspect is crucial when presenting complex issues as it helps to explain understanding. While setting the agenda, the authors emphasize the way people treat news and its interpretation in their decisions and actions.