Agenda setting in media refers to the ability of the news media to influence the importance placed on the topics of the public agenda. The theory suggests that the media has the ability to shape public opinion by determining which issues receive attention and which are ignored. The concept of agenda setting applies to various forms of media, including news coverage for business, political ads, PR, and campaigns.

Agenda setting occurs through a cognitive process known as “accessibility”. Media provides information that is the most relevant food for thought, portrays the major issues of society, and reflects peoples minds. The levels of agenda setting theory include:

• First Level: The media tells us what to think about.
• Second Level: The media tells us what to think about in relation to other issues.
• Third Level: The media tells us how to think about an issue.

Factors affecting agenda setting include gatekeepers, editors, managers, and other external influences, as well as non-media sources like government officials and influential personnel.

In summary, agenda setting is the process whereby the mass media determines what we think and worry about. It gives the media power to establish what news we see or hear and what part of the news is important to see or hear.