![]() Secondly, this hold of the mass media on the information considered significant, according to them, is sent out to the people to create a mass opinion. This way, the information is tweaked to fall in line with the popular opinion of the top-layered stakeholders of the society. One, the media takes charge of pronouncing which activities are significant and shaping the reports according to them, rather than just narrating the happenings of the event. There are two fundamental assumptions on which the theory of agenda setting stands aloft. It taps on a cognitive aspect called ‘accessibility,’ which refers to the ability of a human mind to retain a particular piece of information delivered. ![]() This theory of Agenda Setting unfolds into society through various psychological tools that the mass media weaponizes itself with. Thus, agenda-setting nullifies the prospects of intelligent reporting and news fall prey to the media’s discretion. People believe it is crucial and align themselves with the State ideology. Whenever there is a need by the influential bodies of a State to get the people on board with them on the ideological ground, it becomes news. The mass media’s discretion on the importance of a piece of news is determined by a host of other factors, one of them being a popular opinion. It is the way through which one can bring cognitive change by affecting the thinking of the people. Put in place by McCombs and Shaw in 1972, they defined this theory as the impact done to the mass media.
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