In flash is

public function set fileName(String:fileName):void{
this.fileName=fileName
}

the same as

public function setFileName(String:fileName):void{
this.fileName=fileName
}

I was wondering if  the word "set" acted as more than a function naming convention?

It is just naming convention mostly used in OOP languages (Java, C#, C++) and ActionScript is mimicking the best from programming world currently. They trying to attract more programmers to do coding so designer may spend more time on creative work

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