Toward an integrative model of agenda setting theory: a sociotechnical typology for the age of platformization and agentic AI

Abstract Agenda setting theory has traditionally been framed as a linear, top-down process linking media agendas to public agendas, with agenda actants conceptualized primarily as human actors. The rise of digital platforms infused with artificial intelligence, however, demands a more layered reconceptualization to capture the complex dynamics of agenda flows in emerging communication technologies. Drawing from sociotechnical frameworks, this paper offers an exploratory integrative model of agenda setting research that maps out and bridges structural and agentic dimensions while distinguishing unidirectional from multidirectional agenda flows. The framework conceptualizes the role of digital platforms as structural gatekeepers and agentic AI with autonomous agency, expanding the classic agenda setting conceptualization to include human and non-human agents. As one component of this broader model, a systematic review of recent agenda-setting scholarship focused on social media platforms applies the typology to existing empirical research. This analysis reveals a strong emphasis on user behavior and comparatively limited attention to platform architectures and cross-media dynamics. These findings expose gaps in understanding how platform governance and AI systems co-evolve with human agency to shape salience and framing of social agendas. Overall, the proposed model offers a conceptual and methodological roadmap for capturing the reciprocal, networked dynamics of agenda construction an increasingly AI-driven media ecosystem.