Reverse Agenda Setting Function Theory

Year: 1972

Theorists: Maxwell McCombs and Donald Shaw

Background: Reverse Agenda Setting Theory is part of the original Agenda Setting Function Theory, which was developed by Maxwell McCombs and Donald Shaw in 1972.

As part of this theory, they argued that the public interest may drive journalists to report on particular issues. At the time their ability to measure this was limited, but in today’s age of social media and online data it’s very relevant. Today news outlets increasingly monitor search engines, websites and social media for stories and different angles on issues. Studies around this theory have shown that the media both sets agendas and follows up stories that the general public is interested in.

Level of media power:  ★☆/★★★