The impact of the advertisement on the media agenda setting

There are a lot of research studies of different external and internal forces impact on the media content: individual level of journalist, the structure of media organization, ideological models, the effects of ownerships, in-censorship, concentration and concurrence, commercialism and corruption of media, pressure of economics and politics, the impact of advertisement customers, audience, etc. The economic and regulation of media are untypical both of normal business and of normal public services, because media are not only businesses, responding to economic forces, but also deeply rooted (usually nationally based) social and cultural institutions. The aim of the Greta Daiva Morkūnienė’s final paper for a MA is “The Impact of the Advertisement on the Media Agenda Setting”. The paper’s main tasks are to investigate how the advertisement makes impact on Lithuanian daily newspapers’ agenda setting, to find out what can be considered advertising and hidden advertising in Lithuania, to review lawful regulation and control of advertisement in European Union and Lithuania, to establish the objective assumptions to research the impact of the advertisement on the agenda setting habits and reasons. This work consists of five parts. First part explains the singularity of advertisement. Second part discusses about media like the way to reach audience for advertisers. Third part analyses factors for advertisement to access and impact agenda setting. Fourth part presents a research “The Impact of the Advertisement on the Lithuanian Press”. And fifth part researches the point of view of Lithuanian press journalists to the advertisement impact on their job. To prevent impact of advertisement pretending news can help only critical view to the media agenda products comparing different media sources. Pluralism helps to keep democracy, increases public society activity, satisfies public needs and ensures the feedback