THE SHAPING OF PUBLIC OPINION: AGENDA SETTING IN THE UNITED STATES 2016 PRESIDENTIAL ELECTORAL CAMPAIGN

Aims: This study aims to investigate the hidden biases of the American Media during the electoral 2016 presidential campaign. The research aspires to bring potential readers as close as possible to some controversial practices that shouts for the shaping of the American public opinion. Study design: A case study of the 2016 presidential campaign. It includes both quantitative and qualitative data with sections of analysis. Place and Duration of Study: Doctoral Studies Center (CEDOC) at Sultan Moulay Slimane University, Faculty of Letters and Humanities, Béni Mellal, Morocco. Doctoral Program: Interactions in Literature, Language, Culture and Society (ILLCS) between November and December2022. Methodology: The study relies on a progressive methodology starting with an introductory section, then a review of the existing literature mainly by focusing on McCombs & Shaw. The other sections are dedicated to the exposition of various data and their analysis in the light of Agenda Setting Theory. Results: The research shows a clear manipulation in the way of handling news via different channels and platforms to serve the audience a prepared version that aims to shape public opinion to favorize a candidate over another. Conclusion: An impetus of honesty suggests mentioning that although agenda setting is an acclaimed theory based on scientific qualitative and quantitative studies that keep evolving every year it is yet still not perfect.