Agenda Setting Theory in Hip Hop Context

Belinda Marie Balraj

National Defense University of Malaysia

ABSTRACT

This concept paper examines the need to understand one media representation theory which is Agenda Setting Theory. Agenda Setting Theory provides an important framework for researches in researching ideas to improve women’s lives in a sociocultural context which sets the agenda on how to equate a woman’s worth to her body appearance and sexual functions. The study therefore relies on extensive literature on agenda setting theory. The paper finds that agenda setting theory is relevant in the study of hip hop music as it portrays the ways media sets the agenda on how women are to be portrayed to garner sales.

KEYWORDS

Agenda Setting Theory, Mass Media, Women, Music, Hip Hop