Agenda Setting Theory And The Impact Of Technological Transformations In The Digital Environment: A Critical Review

Abstract

The significant and rapid advancements in modern technologies have led to an unprecedented scientific revolution in the field of media and communication studies. This revolution stems from the repercussions of the technological boom and the emergence of new tools and digital media platforms, which have profoundly transformed various aspects of media and communication. These transformations particularly pertain to concepts, usages, effects, and theoretical and methodological orientations. Such changes have sparked numerous research trends aimed at addressing the phenomena and shifts affecting the traditional communication environment.

This article seeks to shed light on the Agenda Setting Theory within the context of the modern digital environment. It aims to understand the phenomena accompanying the production processes of media content and the shifting roles between media outlets and audiences in prioritizing topics of interest.

Moreover, the article examines the role that this theory plays within the fields of media and communication in interpreting the mechanisms and stages involved in agenda setting. It specifically focuses on how these processes unfold in a new digital environment that has reshaped the foundations and principles of the traditional communication landscape. The study also addresses the theoretical dimension of the topic, exploring the applicability and relevance of the Agenda Setting Theory in digital media studies by analyzing its key principles in light of the changes witnessed by new media, while testing its hypotheses in the modern digital context.