<Ul> <Li> Agenda setting is an inherently causal theory, but few studies establish the hypothesized temporal order (the media should set the public's agenda). </Li> <Li> The measurement of the dependent variable was originally conceptualized as the public's perceived issue "salience", but subsequent studies have conceptualized the dependent variable as awareness, attention, or concern, leading to differing outcomes . </Li> <Li> Studies tend to aggregate media content categories and public responses into very broad categories, resulting in inflated correlation coefficients . </Li> <Li> The theory seemed to imply that the audience takes generally passive position . However, the public is not as passive as the theory assumed . Theorist John Fiske has challenged the view of a passive audience . </Li> </Ul> <Li> Agenda setting is an inherently causal theory, but few studies establish the hypothesized temporal order (the media should set the public's agenda). </Li> <Li> The measurement of the dependent variable was originally conceptualized as the public's perceived issue "salience", but subsequent studies have conceptualized the dependent variable as awareness, attention, or concern, leading to differing outcomes . </Li> <Li> Studies tend to aggregate media content categories and public responses into very broad categories, resulting in inflated correlation coefficients . </Li>

Who sets the agenda for the agenda setters