Comunicación y Sociedad Universidad de Navarra | Facultad de Comunicación
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Calidad Revistas Científicas Españolas
3(1 y 2)/
Author / José Luis DADER Profesor Titular de Opinión Pública en la Facultad de Ciencias de la Información de la Universidad Complutense de Madrid. Su libro más reciente es Opinión Pública y Comunicación Política (Eudema, 1990), del que es coautor con A. Muñoz Alonso, Monzón y Ros
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Abstract /

" Agenda-setting " Research continues to be the ongoing most succesfull investigation on the powerful mass media influence over the public opinion. However, the methodological limits of its empirical positivism impedes to this research the achievement of conclusive evidences in demostrating the public knowledge dependence from mass media selection process. In this paper, the author suggests the necessity of completing the " Agenda setting " hypothesis with the sight in depth provided by the theoretical sociological schools, such as the phenomenological approach to the " social-construction of reality ", Niklas Luhmann´s " Thematisierung " concept and the " Ethnomethodology " thought. From these perspectives, mass media can be depicted as the most powerful " institution " in the construction of rigid patterns for understanding normal life, as well as all kind of public activities. "Reality" is a very local and distorted " province " of the former. The journalistic description is a new form of " tyranny " against the open minds.

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