เปรียบเทียบวิธี

	การวิเคราะห์การกำหนดวาระ	การวิเคราะห์กรอบข่าวสาร (Media Framing Analysis)
สาขาวิชา	สื่อศึกษา	สื่อศึกษา
ตระกูล	Process / pipeline	Process / pipeline
ปีกำเนิด	1972	1974
ผู้ริเริ่ม	Maxwell McCombs, Donald Shaw	Erving Goffman, Robert Entman
ประเภท	Empirical method for studying how media coverage affects issue salience and public concern	Analytical method for identifying how media structures and presents information
แหล่งต้นตำรับ	McCombs, M. E., & Shaw, D. L. (1972). The agenda-setting function of mass media. Public Opinion Quarterly, 36(2), 176-187.	Goffman, E. (1974). Frame Analysis: An Essay on the Organization of Experience. Harvard University Press.
ชื่อเรียกอื่น	agenda-setting theory, media agenda analysis, issue salience	frame analysis, news framing, discourse framing
ที่เกี่ยวข้อง	5	5
สรุป	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.	Media Framing Analysis is a systematic method for examining how news coverage and media messages organize and present information in ways that promote particular interpretations while obscuring others. Originating in Erving Goffman's sociological work (1974) and developed extensively by communication scholars like Robert Entman, the method decodes the frames—organizing principles and narrative structures—embedded in news reports, films, advertising, and public discourse. It reveals how media selections of what to emphasize, what to omit, and what narrative context to provide shape audience understanding of events and issues.