AGENDA-SETTING AND CONSEQUENTIALITY

Society's need for surveillance makes what is consequential a mutual concern of the media and their audiences. Both need to pay attention to what is consequential. We looked at agenda setting in two ways: (1) reasons given for moving a topic up (or down) on the agenda; and (2) consequentiality as evident in respondent ideas about a topic. A new research technique, Cognigraphics, was used for the second part. Results are discussed in terms of how on agenda, as a societal tool, and how those persons most eager to move a topic on an agenda can make use of the kinds and extent of consequentiality seen for a topic. A society's needs to respond to what is consequential might necessitate agenda-setting innovations to improve media performance.