What is the primary function of agenda setting in mass media?

The primary function of agenda setting in mass media is to influence what topics are considered important and worthy of public attention. This concept refers to the media's ability to determine which stories are covered and how prominently they are reported, thereby shaping the public discourse. When the media highlights certain issues, they effectively signal to the audience what is relevant and requires consideration. This selection and emphasis can impact the knowledge and perceptions of the audience about various topics, thus playing a crucial role in guiding public opinion and priorities.

Other options focus on different aspects of media analysis but do not capture the essence of agenda setting. For instance, analyzing media biases or investigating media ownership involves assessing the perspective and motivations behind media content rather than the content of the news itself. Controlling audience opinions suggests a more direct manipulation, whereas agenda setting operates through influencing the importance placed on specific issues rather than dictating how individuals should think about them.