The Relevance of Agenda Setting Theory & Gatekeeping in the Social Web

THE RELEVANCE OF AGENDA SETTING THEORY & GATEKEEPING IN THE SOCIAL WEBA PRESENTATION BY NOLAN ETHER

GETTING THE WORD OUT

THE OLD WAY

WHAT ELSE IS ON?

RUSSELL NEUMAN – EPIC STACHE, BRO

THE INTERNET!

THANKS AL!

CHANGED HOW WE COMMUNICATE

CHANGED HOW WE CONSUME MEDIA

AND…

HOW DOES THIS AFFECT AGENDA SETTING AND GATEKEEPING?

AGENDA SETTING1. Agenda setting assumes that a public agenda exists.

2. With sharing of content, traditional media agenda-setting is now just one force among many competing influences

COMMUNITIES EXIST IN ALMOST ANY NICHE

AVOIDING COGNITIVE DISSONANCE

SHARING

TRAYVON MARTIN• 17 year old boy shot and killed by a neighborhood

watchman. He was unarmed, wearing a hoodie and carrying only a drink and a bag of skittles.

• Little was known initially about the case but these photos were released and widely circulated.

THE MASS MEDIAS PHOTOS OF TRAYVON MARTIN & GEORGE ZIMMERMAN

A DIFFERENT PERSPECTIVE

FRICTIONLESS SHARING

GATEKEEPING

PUBLISHING PLATFORMS MAKE IT EASY!

TECHNOLOGY ALSO LEVELS THE PLAYING FIELD

STORIES THAT BROKE ON THE WEB FIRST“Getting a message to a large audience or to a select few will

be cheaper and easier, in fact, dramatically so”-Russell Neuman (1991)

KONY 2012

KONY 2012 FOUNDERS WITH PIERS MORGAN

THESE GUYS SURE KNOW HOW TO GO VIRAL!

OUT WITH THE OLD!

THE NEW GATEKEEPERS

GOOGLE PENGUIN UPDATE

INFLUENCERS

THE COMMUNITY ITSELF (US)

WHERE DO WE GO FROM HERE?