Agenda Setting and the Framing Effect: on the Need for Conceptual Unity in Media Studies of Digital Youth

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Denis V. Dunas

PhD in Philology, Leading Researcher at the Chair of Media Theory and Economics, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russia

Elena A. Salikhova

Lecturer at the Chair of Media Theory and Economics, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russia; ORCID 0000-0002-4158-7456

Anna V. Tolokonnikova

PhD in Philology, Associate Professor at the Chair of Mass Media Theory and Economics, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russia

Dariana A. Babyna

PhD student at the Chair of Media Theory and Economics, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russia


Section: Theory of Journalism and Media

This article just aims to pose a problem. Based on a systematic review of academic sources devoted to agenda theory and framing in Russian media studies and in the context of foreign works, the problem areas of existing knowledge about the subject as applied to the media practices of “digital youth” in Russia are formulated. The empirical result of the article may be said to include the formulation of working definitions of the media/information agenda and framing, as well as the presentation of a matrix of media text analysis in social media for agenda setting and the identification of framing. In this kind of analysis, the authors suggest paying attention to the tone of the title and the publication as a whole, the presence of crucial values and anti-values, heroes and anti-heroes, as well as the degree of reader engagement, the level of opinion polarization in comments and the like. The latter parameters help provide an initial assessment of how the frame works, its basic structure, and an idea of the audience’s typical perception of the media message in the context of the proposed agenda.

Keywords: agenda, framing, “digital youth”
DOI: 10.30547/vestnik.journ.4.2022.4778


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To cite this article: Dunas D.V., Salikhova E.A., Tolokonnikova A.V., Babyna D.A. (2022) Ustanovlenie povestki dnya i effekt freyminga: o neobkhodimosti kontseptual'nogo edinstva v mediaissledovaniyakh «tsifrovoy molodezhi» [Agenda Setting and the Framing Effect: on the Need for Conceptual Unity in Media Studies of Digital Youth]. Vestnik Moskovskogo Universiteta. Seriya 10. Zhurnalistika 4: 47–78. DOI: 10.30547/vestnik.journ.4.2022.4778