An Examination of the Roles and the Use of Agenda-Setting Theory in Government Communications

In the era of digital media, the role of agenda-setting theory in government communications has become increasingly complex and multifaceted. This thesis explores the intersection of agenda-setting theory with government communication strategies, focusing on the roles and use of agenda-setting theory in shaping public perceptions and policy agendas. Through a comprehensive literature review and primary research involving 11 interviews with public and government relations professionals as well as a content analysis of the Twitter accounts of four federal ministers, this study examines how agenda-setting theory aligns with the dynamics of government communications and media influence. The findings highlight the significant influence of the media in setting the agenda for government communications, the impact of social media platforms such as Twitter on agenda-setting in politics, and the continued relevance of legacy media in shaping political agendas. Based on these findings, the study offers recommendations for enhancing government communication strategies, including embracing social media, developing strategic communication plans, and adapting to the evolving media landscape. Keywords: agenda-setting theory, government relations, public relations, public affairs, Twitter, legacy media, and digital media