Percepting routing from the perspective of perceptive of agenda setting: The example of alcohol regulation law

In this day and time, Media is accepted as the fourth estate now and it takes that power from its effect on publics. Media, effects, conducts publics, sets their agendas and organizes their percepts through mass media tools. The journals which are considered as important mass media tools, meet millions of readers in a day. The main mission of newspapers is to inform the public. However, beyond the importance of providing information is that people shape and reconstruct their ideas on a subject through columns. According to Chomsky, there are first degree power groups which specify the news. These power groups decide everything from content of the news, vocabulary selection to what will be prioritized and set aside. Alcohol regulation is a subject that is evaluated with different arguments by different political views. The aim of this study is to propound that columns address an issue within the framework of the ideology it belongs. In this context, a criticism is made about objectivity and this criticism does not focus on whether it is good or bad, but rather focuses on whether it is possible. In this study, three journals were chosen that publish across Turkey. These journals are Cumhuriyet, Zaman and Milliyet. As a result of content analysis we conclude that the newspapers concentrate on one-way presentation. In this context, the newspapers choose the words with reference to their ideologies to build their own convictions on readers. Starting from this point of view, the concept of objectiveness has come to a conclusion in itself and it is understood that objectiveness is not possible when the mass media and the social and economic contexts it exists in are considered. KEY WORDS; 1.Percept 2.Percepting routing 3.Perceptual organisation 4.Agenda-setting 5.The Alcohol Regulation