This lecture surrounded the topic of agenda setting, which can be defined as "how the media constructs reality". It covered the four subdivisions of: Public Agenda, Policy Agenda, Corporate Agenda and Media Agenda and the general concept of agenda setting, including the Agenda Setting Family:
1. Media Gatekeeping
2. Media Advocacy
3. Agenda Cutting
4. Agenda Surfing
5. The diffusion of News
6. Portrayal of an Issue
7. Media Dependence
I don't really have a particular view on agenda setting and see it more of an inevitable aspect of the media. A recent case of agenda setting would be the highly publicised case of the Italian children and their mother.
http://scholar.lib.vt.edu/theses/available/etd-04182000-13220003/unrestricted/jdeCOMPLETEetd.pdf
The pdf link above takes an analytical view on the issue of agenda setting and tries to apply strategic thinking to the outcome of setting certain agendas such as political, sport, etcetera and is really quite interesting.
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