Technology, Philosophy and Communication in the Digital Age
From Classical Agenda Setting to Hybrid Media Systems
DOI:
https://doi.org/10.62161/sauc.v12.6398Keywords:
Agenda-setting 2.0, Citizen journalism, Mass media, Philosophy of communication, Public opinion, brand communicationAbstract
For much of the twentieth century, philosophy of communication broadly relied on the agenda setting theory developed by McCombs and Shaw, which emphasized the decisive role of mass media in organizing the public’s perception of social reality. The rise of the internet and, above all, social media has substantially altered this model: traditional news organizations no longer operate only as institutions that determine which issues deserve attention, but increasingly respond to topics, controversies, and trends that emerge on digital platforms. Considering this transformation, this article argues for a philosophy of communication suited to a different technological and social framework, one capable of reconsidering the mechanisms through which the public agenda is now constructed. We refer to this reformulation of the process as agenda setting 2.0.
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