The Role of Social Networking Sites in Agenda Setting: An Empirical Study

Abstract

In the digital era, social networking sites (SNSs) like Facebook and Twitter have emerged as powerful tools in shaping public discourse and setting social and political agendas. Unlike traditional media, which is often controlled by commercial or governmental interests, social media offers a decentralized, participatory platform for citizens. This paper examines the extent to which SNSs influence agenda setting, drawing on classical theories and contemporary examples from the Indian socio-political landscape. A combination of qualitative content analysis and primary data gathered through questionnaires forms the methodological foundation of this study. The findings confirm that SNSs not only supplement but increasingly influence mainstream media agendas, with both positive and negative implications for democratic discourse.