Sanchez Spring Mass Communication plays an important role in our society its purpose is to inform the public about current and past events. Within this process the media, which can be a newspaper, a book and television, takes control of the information we see or hear.
Gatekeeping is a series of checkpoints that the news has to go through before it gets to the public. Through this process many people have to decide whether or not the news is to bee seen or heard. Some gatekeepers might include reporters, writers, and editors. After gatekeeping comes agenda setting. Lippmann then pointed out that the media dominates over the creation of pictures in our head, he believed that the public reacts not to actual events but to the pictures in our head.
Therefore the agenda setting process is used to remodel all the events occurring in our environment, into a simpler model before we deal with it. McCombs and Shaw as pointed out by Littlejohn have best described the agenda setting function in their book Emergence of American Political Issues. In this book the authors point out that there is abundantly collected evidence that editors and broadcasters play an important part as they go through their day to day tasks in deciding and publicizing news.
Here may lie the most important effect of mass communication, its ability to mentally order and organize our world for us. In short, the mass media may not be successful in telling us what to think, but they are stunningly successful in telling us what to think about. The common assumption of agenda- setting is that the ability of the media to influence the visibility of events in the public mind has been apart of our culture for almost half a century.
Therefore the concept of agenda setting in our society is for the press to selectively choose what we see or hear in the media. Download Now Download to read offline and view in fullscreen. Download Now Download Download to read offline. S Mahroosh Mazhar Follow. News agencies of pakistan. Media and democracy. Nuclear Power and Its Conflict. What to Upload to SlideShare. A few thoughts on work life-balance. Is vc still a thing final.
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Lan Yi. Ansar Jawad. Show More. Views Total views. Actions Shares. No notes for slide. Agenda Setting and Gate keeping theory 1. Theories of communication 2. Introduction: Mass communication plays an important role in our society. The main purpose is to Inform us, entertain us, and educate us.
Shaw in , formulated the agenda setting theory. Types of Agenda Setting Theory: three major types are: 1. Public Agenda Setting Theory. It is decided when the workers of the media decide on what aspect they see their jobs, on the basis of objectivity, autonomy, immediacy, ethics and public services.
Agenda setting is nextly important to gatekeeping. Simply put, agenda-setting is the media giving an idea to the audience of what to think about. This is mainly used during election campaigns and political communications where the media gives information to the public on what are the changes a party has brought so far or what will be brought. This simply shows the media how much their news has affected or has created an impact in public and helps them set an agenda for the next dissemination accordingly.
Agenda setting is used by people who are studying or researchers who do thesis on different aspects of media and the influence in the audience and by the audience.
This helps future media persons to study and explore how media has an influence on a group or on individuals. The Level 2 people are the people who seriously experiment with Agenda-setting. They focus on how their information should influence their set of audiences. This is where sensationalization plays its part, showing that the media has the power to spread the right information at the right time and also divert people according to their needs.
Framing is closely related to agenda-setting. In the agenda-setting, we learned that the audience is given an image of what to think, here, Framing is the process by the media influencing the audience on how to think about something. Being given all the information on something, framing allows the media to also give a perspective to the audience. For example, what a political party has done or is going to do to the society is the agenda, framing helps the public whether they should look at it in a positive aspect or in a negative one.
It focuses on the field of how the meaning should be. This has a larger effect on both the audience and the framer. This ideology can keep a person in heights or suddenly bring that person down in minutes. The audience are taught to adapt to the frame of reference given by the media.
After all this, there is one more thing that influences the audience more. Let us take two major issues, the first issue is easily solvable and a bit simple, the second issue needs most of the attention.
But, the media keeps on talking about the first issue and does not give much attention to the second. The audience mentality tunes in with the media and they start giving more attention to the first issue than the second one. The amount of time and space devoted by the media to a particular issue decides the receptiveness and alertness of the audience to the same issue. Precisely, the media sets a stage for the audience to understand an issue by proposing the values and standards, which is Priming.
This creates interest in the public and they tend to form individual opinions.
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