UNEMPLOYMENT POLICY: A CASE STUDY IN AGENDA MANAGEMENT

Abstract: Agenda management is a process in which governments attempt to prevent policy issues from emerging, to influence the public perception of issues and to shape or delete issues on the current agenda of policy making. Numerous techniques are available and governments may often resort to them for political purposes. Unemployment policy from 1976–82 provides a case study for assessing the significance of agenda management in the policy process. The many initiatives and announcements of the government and their presentation in the media are described. It is concluded that the government often appeared to employ agenda management techniques such as tokenism, symbolic reassurance, postponement and the selective presentation of social indicators. It is noted that the government's handling of the issue followed an annual cycle, superimposed on which was an electoral cycle. Its attempts to influence public perceptions of the issue had direct links with the nature of policy outputs.