When I was a kid, the agenda setting theory was still in full swing. Shows like Knight Rider, MacGyver and Falcon Crest were of great importance to us and we would sit in front of the TV each night at 6.30 pm to watch the next episode. We would talk about what we had seen on TV the previous night and speculate about what was going to happen next. This daily routine enriched and influenced our social life (and status), our ability to analyse and reflect on media content and let us form and express opinions (or conform with the views of our friends) as well as our involvement in the media content. Agenda setting t us talking, but we didn’t really have any direct influence on the production or content of the show.
Today, few TV shows have a broad agenda setting impact across a wide audience like back then (American Idol being one of the giant exceptions). We have the Long Tail to thank (or blame – depending your view of the world) for that. But the discussions still happen, just in more and different forums. Social Media are a great place to hook up with like-minded fans to discuss everything there is about your favourite show. There are legions discussing The Sopranos, Heroes or Jericho on blogs or vlogs hosted by either devoted fans or the networks themselves. And these fans can actually have a huge impact on the fate of a show.
Take Jericho: after the ratings took a slump, the production of more episodes was supposed to be cancelled, but a strong response from devoted fans (more details here) who were all connected through Social Media made the network realize that they want more Jericho. And they succeeded – production will continue.
The difference between the high times of agenda setting and now is that even though the shows were so prominent that everyone talked about them, fans rarely had a big influence on the fate of a show. These days however fans can amplify their opinions and organise themselves via Social Media to demand what they want, and they miraculously actually stand a chance of getting it. Could this be more power for the people? I think it is.
P.S.: If any of you want to start a massive movement to persuade Joss Whedon and the cast of Buffy The Vampire Slayer and Angel to make more episodes, let me know.