Media Agenda Setting in Shaping Public Opinion (Case Study of Fajar Media and Ujungpandang Ekspres)

Sakinah Fitrianti Baharuddin; Nur Alim  Djalil; Andi Vita  Sukmarini

doi:10.71435/738161

Authors

Sakinah Fitrianti Baharuddin Program Magister Ilmu Komunikasi Fakultas Pascasarjana Universitas Fajar Makassar
Nur Alim Djalil Universitas Fajar Makassar
Andi Vita Sukmarini Universitas Fajar Makassar

DOI:

https://doi.org/10.71435/738161

Keywords:

Media, Public, Opinion

Abstract

This study examines the strategic role of mass media in shaping public opinion through editorial management mechanisms. The focus of the research is to analyze how Harian Fajar and Ujungpandang Ekspres implement the agenda-Setting theory in influencing public perception and government policy in Pangkep Regency. Amid information disruption, mass media are required to perform an optimal watchdog function in accordance with Law Number 40 of 1999 on the Press. This study employs a qualitative research method with a descriptive approach. Data collection was conducted through the observation of news coverage in print media and online portals, as well as in-depth interviews with editors-in-chief, editors, and journalists from both media outlets. Data analysis was carried out holistically to map patterns of gatekeeping and issue prioritization. The results of the study show that Harian Fajar and Ujungpandang Ekspres have successfully carried out salience transfer (the transfer of issue importance) from the newsroom to the public sphere. Harian Fajar demonstrates strong dominance in influencing policy, as evidenced by the quick responses of the Regional House of Representatives and the Regional Government to several issues in Pangkep Regency. Both print media outlets function as primary instruments in constructing the hierarchy of public importance through strict news selection or gatekeeping. This process confirms the assumption of Maxwell McCombs and Donald Shaw that mass media have the power to direct public attention toward what is considered important for discussion in social spaces. Public opinion formed through such news creates symbolic pressure that compels legislative institutions to take immediate legitimate actions. The formation of public opinion occurs because the media successfully construct strong narratives. Both Fajar and Ujungpandang Ekspres continue to actively optimize the use of their online media portals. This utilization is not merely complementary, but rather a primary strategy in maintaining relevance amid information competition. Thus, it can be concluded that public opinion in Pangkep is formed through the accumulation of consistent information presented by these two media outlets.

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