방법 비교

	Agenda-Setting Analysis	수용 분석
분야	미디어 연구	미디어 연구
계열	Process / pipeline	Process / pipeline
기원 연도	1972	1972
창시자	Maxwell McCombs, Donald Shaw	Hans Robert Jauss, Stuart Hall
유형	Empirical method for studying how media coverage affects issue salience and public concern	Method for investigating how audiences actively interpret media content and create meanings
원전	McCombs, M. E., & Shaw, D. L. (1972). The agenda-setting function of mass media. Public Opinion Quarterly, 36(2), 176-187.	Jauss, H. R. (1982). Toward an Aesthetic of Reception (T. Bahti, Trans.). University of Minnesota Press.
별칭	agenda-setting theory, media agenda analysis, issue salience	reception studies, audience analysis, reception theory
관련	5	5
요약	Agenda-Setting Analysis is an empirical method for investigating the influence of media coverage on what issues the public considers important. Developed by Maxwell McCombs and Donald Shaw (1972), the approach tests a core hypothesis about media effects: media coverage does not tell people what to think, but rather what to think about. By comparing the issues receiving media coverage with the issues the public identifies as important, researchers measure agenda-setting effects—the degree to which media attention predicts public concern. The method demonstrates media's power to structure the hierarchy of issues, even when media may not directly persuade on specific issues.	Reception Analysis is a methodological approach to studying media that focuses on how audiences actively interpret, engage with, and create meanings from media content rather than passively consuming predetermined messages. Developed from literary reception aesthetics and adapted to media studies by scholars like Stuart Hall, Ien Ang, and David Morley, the method examines the gap between what media texts 'offer' and what audiences actually make of them. Recognition that the same media content can be understood very differently by different viewers or readers revolutionized media studies, shifting focus from textual analysis alone to investigating the social, cultural, and personal contexts shaping interpretation.