WEAKNESSES IN THE AGENDA SETTING THEORY

This theory looks at the transfer of salience from the media unto the masses. Salience refers to issues or topics which the media deems as important and so transfer these issues from their agendas to the masses.

Weaknesses in this theory includes: News media cannot create or conceal problems or issues, they may only weaken or strengthen its awareness for audiences who are attached or interested in these problems, if you are not then it has no effect on you, salience is not transferred to be because you do not regard those problems as important.

Also, for audiences who have made up their mind regarding a particular issue, the media's transfer of salience is weakened on them.

Finally, the audiences who are exposed to media salience may not be well-informed, interested in the issue the media is addressing or may not be thoughtful or skeptical enough to be influenced by salience transferred from the media.