Agenda Setting Theory in The Age of Digital Media: An Analytical Perspective

Abstract

This paper explores agenda-setting theory within digital media. It aims to evaluate changes in these paradigms due to digital platforms and their impact on mass communication theories. The discussion includes a historical overview of agenda-setting theory, grounded in foundational works and expanded by contemporary insights on user agency and information dissemination in the digital age. Using qualitative methods, the study incorporates thematic analysis, content analysis, and interviews with media professionals and users to collect comprehensive data. Key findings indicate that the traditional linear flow of information from media to the public has shifted to a multidirectional exchange influenced by user-generated content and social media dynamics. The study emphasizes the need for scholars to adapt traditional media theories to the participatory nature of modern platforms. This research enhances understanding of current media ecosystems and lays the groundwork for future studies on media influence in complex digital environments.