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ROLE OF AGENDA-SETTING THEORY IN POLITICAL COMMUNICATION IN 2015 PRESIDENTIAL ELECTIONS

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

In the dynamic landscape of political communication, the role of media in shaping public opinion and influencing political agendas has been a subject of intense scrutiny. The 2015 presidential elections marked a pivotal moment in the evolution of political communication, where the Agenda-Setting Theory emerged as a crucial framework for understanding the interplay between media, politics, and public perception. This theory, first introduced by Maxwell McCombs and Donald Shaw in 1972, posits that media has the power not only to tell people what to think about but also to shape the salience of issues, determining which topics gain prominence in public discourse. As we delve into the intricacies of the 2015 presidential elections, this essay aims to explore the nuanced role of Agenda-Setting Theory, unraveling its impact on shaping political narratives, influencing voter behavior, and molding the contours of the electoral landscape.

The 2015 presidential elections were characterized by a confluence of factors that set the stage for a media-centric political discourse. Rapid advancements in technology had transformed the media landscape, with social media platforms gaining unprecedented influence. Traditional media outlets were also undergoing a paradigm shift, adapting to the changing preferences of an audience increasingly consuming news through digital channels. Against this backdrop, the Agenda-Setting Theory became a lens through which scholars and political analysts sought to understand how media played a pivotal role in influencing public perceptions of the candidates, the issues at hand, and the overall political climate.

One of the key facets of Agenda-Setting Theory is its focus on the transfer of salience from the media agenda to the public agenda. In the context of the 2015 presidential elections, this transfer of salience was evident in the way media outlets strategically emphasized certain issues, events, or candidate attributes, subsequently impacting their prominence in the public discourse. Candidates vying for the highest office were acutely aware of the media's role as an agenda-setter, leading to a deliberate crafting of messages and public appearances aimed at aligning with the media's chosen narratives.

Furthermore, the advent of social media as a powerful force in political communication added a new dimension to the Agenda-Setting Theory during the 2015 elections. Platforms such as Twitter and Facebook emerged as influential spaces where political conversations unfolded in real time. The viral nature of social media allowed certain issues or narratives to gain rapid and widespread attention, often transcending the boundaries set by traditional media outlets. This decentralized and democratized mode of communication posed challenges to the established order of agenda-setting, with individuals and grassroots movements gaining the 

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