The Importance of Media Control in the News Media those that are actually transmitted by the news media. » (2001. p.233). In simpler terms, gatekeeping is the process by which news media determine what should be considered news. Gatekeeping is particularly important for understanding how political events reach the public (Denton and Kuypers, 2008. p.101). Media control influences how the public perceives a particular topic, this is called framing. Framing is described by Robert Denton and Jim Kuypers as involving relationships between qualitative aspects of media coverage, contextual cues, and the way the audience interacts with the information and interprets it (2008, p. 113). What this essentially means is that framing is how the audience makes sense of or interprets events. When the media presents an issue, it tells the public how to view a particular issue.

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