According to early proponents of the theory (Marx McCombs and Donald Shaw), the media set the agenda for all discussions in the society based on the Agenda setting theory. Agenda-setting theory proposes that the media is a powerful tool used by the media, to shape public opinion concerning events taking place in society. The media set the agenda for discussion in politics, science, and socio-economic issues. The media have the power to tell the society on the issues that are relevant. The issues may not be necessary to the lives of the citizens at the moment.
The media also creates public awareness on certain core issues that affect the society. In most cases, the media and the press does not reflect the reality in the society. The core issues on the press depend on their vital interests concerning certain politicians and socio-economic issues that should be presented to the public. The media and the press ensure that they filter and shape reality based on their own interests or the interest of popular politicians in the society. In particular, the press and the media concentrate on certain issues so that the public can view such issues as more crucial than other issues.
Media houses and each press has different abilities in shaping public opinion or setting the agenda. Agenda-setting theory becomes relevant because it assists the public to understand the role of the press and media on politics and other communication systems. The press and the media influences thought patterns of people in the society. The ability to tell people on what to think places the media as a powerful tool manipulated by politicians for their own gain.