ANALYSIS OF THEORETICAL APPROACHES TO AGENDA SETTING AND SPIRAL OF SILENCE, IN THE CONTEXT OF NORTH MACEDONIA

Hava MUSTAFA

Abstract

This paper analyses the theoretical approaches of the Agenda-Setting Theory and the Spiral of Silence Theory in the context of North Macedonia. The Agenda-Setting Theory posits that the media has the power to influence what people think and talk about by selecting and highlighting specific topics over others. In North Macedonia, the media has a significant influence on shaping public opinion on political and social issues. The Spiral of Silence Theory suggests that individuals are more likely to express their opinions publicly if they believe their opinion is popular or in line with the majority. Conversely, individuals are less likely to express their opinions publicly if they believe their opinion is unpopular or in the minority. In North Macedonia, this theory can have a significant impact on the political and social discourse, leading to a distorted public perception of issues. The paper concludes by highlighting the relevance of these theories in understanding the media landscape and ensuring that all voices are heard in the public discourse in North Macedonia.

Pages: 64 - 68