เปรียบเทียบวิธี

	การวิเคราะห์วาทกรรมในสื่อ	การวิเคราะห์การกำหนดวาระ
สาขาวิชา	สื่อศึกษา	สื่อศึกษา
ตระกูล	Process / pipeline	Process / pipeline
ปีกำเนิด	1978	1972
ผู้ริเริ่ม	Michel Foucault, Norman Fairclough	Maxwell McCombs, Donald Shaw
ประเภท	Method for examining how discourse in media constructs meaning, identity, and power relations	Empirical method for studying how media coverage affects issue salience and public concern
แหล่งต้นตำรับ	Fairclough, N. (1992). Discourse and Social Change. Polity Press.	McCombs, M. E., & Shaw, D. L. (1972). The agenda-setting function of mass media. Public Opinion Quarterly, 36(2), 176-187.
ชื่อเรียกอื่น	critical discourse analysis, media discourse analysis, CDA	agenda-setting theory, media agenda analysis, issue salience
ที่เกี่ยวข้อง	5	5
สรุป	Discourse Analysis in Media is a method for examining how media texts use language, images, and communication patterns to construct meanings, shape identities, and perpetuate or challenge power relations. Developed from linguistic analysis and critical theory—particularly Michel Foucault's concept of discourse as a system of knowledge-production and Norman Fairclough's critical discourse analysis (CDA) framework—the method reveals how what appears as neutral information or entertainment actually participates in maintaining or challenging social hierarchies and ideologies. The method is specifically concerned with how discourse operates politically: what it makes possible to think and say, whom it privileges, and what alternatives it renders invisible.	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.