Agenda-setting, Ferguson and the ABC

A theory known as agenda-setting, in which the mass media sets an agenda or focus issue for an extended period of time, was clearly evident during the Matthew Johns sex scandal. The sheer amount of publicity generated not only on television, but throughout all the mediums, resulted in a substantial response from the public, with everyone having their personal opinion on the issue. Kuypers points out that communication and mass media researchers during the 1980s “postulated that the media do more than tell the public what to think about; they also tell the public how to think about any given topic." This process is known as agenda-extension, in which the media goes beyond a neutral reporting of events. The ‘Four Corners’ interview by journalist Sarah Ferguson is a clear example of going beyond neutral reporting of events, in which she attempted to influence public opinion on Johns’ actions.

Ferguson failed to introduce Johns’ version of events, consult former work-colleagues of the victim and she even included details of the incident which police warned were still vague. This all points to the fact that she was attempting to use the issue to create public outrage over the treatment of women. Tania Boyd, one such former work-colleague of the victim, ‘Clare’, told the Nine network after the release of the program that she was initially bragging about the incident and did not contact police until five days later. It was hardly a coincidence that Channel Nine sought Boyd’s version of events, in an obvious attempt to shame and embarrass Ferguson and the ABC, whilst also promoting an image of trustworthiness and respectability.