เปรียบเทียบวิธี

	การวิเคราะห์การกำหนดวาระ	การวิเคราะห์เนื้อหาภาพ
สาขาวิชา	สื่อศึกษา	สื่อศึกษา
ตระกูล	Process / pipeline	Process / pipeline
ปีกำเนิด	1972	1955
ผู้ริเริ่ม	Maxwell McCombs, Donald Shaw	Erwin Panofsky, Gillian Rose
ประเภท	Empirical method for studying how media coverage affects issue salience and public concern	Multi-layered analytical method for interpreting images and visual meaning
แหล่งต้นตำรับ	McCombs, M. E., & Shaw, D. L. (1972). The agenda-setting function of mass media. Public Opinion Quarterly, 36(2), 176-187.	Panofsky, E. (1955). Meaning in the Visual Arts. Doubleday.
ชื่อเรียกอื่น	agenda-setting theory, media agenda analysis, issue salience	visual analysis, image analysis, iconographic analysis
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.	Visual Content Analysis is a systematic qualitative method for interpreting images, photographs, films, and other visual media to understand their meanings, social contexts, and cultural significance. Developed from art history, semiotics, and cultural studies—particularly Erwin Panofsky's iconographic method and contemporary approaches by Gillian Rose and Kress and Van Leeuwen—it decodes how images communicate through composition, color, symbol, and cultural convention. The method recognizes that images are not transparent representations but complex texts that require careful interpretive work to reveal embedded meanings and ideological assumptions.