ANGELINA CUDAL

M(2:30-5:30)

SETTING THE AGENDA

-the "agenda-setting" theory of mass communication effects builds on Lippmann's notion of media impact by distinguishing between what we think about and what we think of.

-the difference is that a former includes what we know about (cognition) whereas the latter refers to our opinions and feeling (predisposition). agenda-setting suggests that mass media can help substantial an important impact on the cognitive level without affecting predisposition. But it should be clear that even if media are limited to this one effect, setting the agenda is not a trivial consequence.

-mass communication can affect public opinion by raising the salience of issues and positions taken by people and groups in the news.

-2 concepts in agenda-setting theory:

1) issue salience>determines the prominence and penetration the issue has with the audience, or how well it resonates with each public.

2) cognitive priming>describes the personal experience or connection someone has with an issue.

• 
  
  researchers McComb and Shaw reformulated and expanded agenda-setting theory stating

DIFFUSING INFORMATION AND INNOVATION

-this theory explains this process characteristic of innovation- or new ideas- as well as characteristics of the adopters influence the adoption process.

-ideas or innovations are more readily adopted if they are

• 
  
  more advantageous than the current situation


• 
  
  compatible with previous experience and other aspects of the situation


• 
  
  simple


• 
  
  easily tried


• 
  
  observable with readily apparent outcomes

"innovators" are the first to adopt new ideas followed by "early adopters", "early majority" , "late majority", and "laggards".

DEFINING SOCIAL SUPPORT

"spiral of silence" theory suggests a phenomenon commonly reffered to as "the silent majority"

persuasive message-> defines (or redefines) sociocultural process of group(s)-> forms of definitions of socially approved behavior-> achieves changes in direction

Req't iN p.r.

CAISSA CARBONELL
MONDAY 2:30-5:30

SETTING THE AGENDA

*This theory of mass communication effects builds on Lipmann's notion of media impact distinguishing between what we think about and what we just think. There's this two differences:(1)cognition, whereas in includes what we know about; and (2)predisposition, which refers to our opinions and feelings.

*Mass Communication can affect public opinions by raising the issues and positions taken by the people and groups on the news.

*There are two concepts in agenda-setting theory and research which are useful in P.R. :

(1) ISSUE SALIENCE > determines the prominence and penetration on the issue with the audience, or how well it resonates with each public.

(2) COGNITIVE PRIMING > describes the personal experience or connection someone has with an issue.

McCombs & Shaw
----> reformulated and expanded agenda-setting theory stating ,
"Media not only tell us what to think about, but how to think about it, and consequently, what to think."

DIFFUSING INFORMATION AND INNOVATION

*It explains how sources may come from different social, economic, and educationalbackgrounds.

*Ideas or innovations are more readily adopted if they are (1) more advantageous than the current situation; (2) compatible with previous experience and other aspects of the situation; (3) simple; (4) easily tried, and; (5) observable with readily apparent outcomes.

*innovators are the first to adopt new ideas, followed by early adopters, early majority, late majority, and laggards.

DEFINING SOCIAL SUPPORT

*SPIRAL OF SILENCE theory suggests a phenomenon commonly reffered to as the silent majority.

-Persuasive message

-Defines socioculturalprocess

-Forms of definitions

-Achieves changes

*This items of the socio cultural model of persuasion suggests that messages presented via the mass media may provide the appearance of consensus regarding orientation and action with respect to a given object or goal of persuasion

Communication Effect

Liezel Sayawan MW 2:30-5:30pm

SETTING THE AGENDA

Agenda setting- in mass communication theory builds up on Lippman's notion of media impact by distinguishing between:
>what we think about- involves cognition
> what we think-refers to our opinion and feelings or predisposition

>Agenda setting suggest that mass media can have substantial and important impact on the cognitive level without affecting predisposition.But it should be clear that even if media are limited to this one effect.

Setting the agenda-is not a trivial consequence.
For example:
early explorations of agenda setting by the press during presidential elections found that relative media emphasis issues has a cumulative effect on the electorate.

The same issues with the same relative emphasis as that even by the media, make up the voters' agenda. In the other words the issues considered least to most important by voters reflect patterns of media coverage rather than a particular political agenda.

CONSEQUENCES OF MEDIA AGENDA SETTING
>Media coverage can elevate the public standing of issues, people, organizations, institutions and so forth.
>Changes in the amount of media attention can lead to changes, public priorities
>The more concerned people are about something. The more they tend to learn about it, the stronger their opinions are of it, and the more they tend on action on it.
>Media Coverage can affect the agenda priorities of some specific and important public, such as legislators, regulators, and other policy makers.

in summary:
Mass Communication can affect public opinion by raising the salience of issues and positions taken by people and groups in the news.

2 concepts in Agenda Setting Theory

1. Issue salience
>determines the prominence and penetration has with the audience, or how it well it resonates with each public .Interpersonal communication enhanced the agenda setting effect effect of the media or interfered with the agenda setting effect when the interpersonal discussion conflicts with the media content.

2. Cognitive priming
> describes the personal experience or connection someone has with an issue.

McCombs and Shaw- researchers that reformulated and expanded agenda setting theory,
stating "Media not only tell us what to think about, but how to take about it, and consequently, what to think."

Wiley-

Setting the Agenda describes the mass media’s significant and sometimes controversial role in determining which topics are at the centre of public attention and action. Although Walter Lippman captured the essence of the media’s powerful influence early in the last century with his phrase, “the world outside and the pictures in our heads,” a detailed, empirical elaboration of this agenda-setting role of the mass media did not begin until the final quarter of the 20th century. In this comprehensive book, Maxwell McCombs, one of the founding fathers of agenda-setting tradition of research, synthesizes the hundreds of scientific studies carried out on this central role of the mass media in the shaping of public opinion. Across the world, the mass media strongly influences what the pictures of public affairs "in our heads" are about. The mass media also influences the very details of those pictures. In addition to describing this media influence on what we think about and how we think about it, Setting the Agenda also discusses the sources of these media agendas, the psychological explanation for their impact on the public agenda, and the subsequent consequences for attitudes, opinions and behavior.

DIFFUSING INFORMATION AND INNOVATION

Research in a variety of setting shows that mass communication facilities, social interaction and change. Sources may come from different social, economic and educational backgrounds but are accessible through the media.

The media then provide information from sources that would otherwise not be able through interpersonal networks in which "like talks to like". Once people get information from the media , however they enter conversations armed with useful new information.

Diffusion of information and innovation theory-

Diffusion of Innovations is a theory of how, why, and at what rate new ideas and technology spread through cultures. The concept was first studied by the French sociologist (1890) by Gabriel Tarde and by German and Austrian anthropologist Friedrich Ratzel. Its basic epidemiological or internal-influence form was described by H. Eart Pemberton who provided examples of institutional diffusions such as postage stamps or compulsory school laws. The publication of a study of Ryan and Gross on the diffusion of hybrid corn in Iowa was the first sustainably visible contribution in a broader interest in innovations which was especially popularized by the textbook (1962)by Everett Rogers, Diffusion of Innovations. He defines diffusion as "the process by which an innovation is communicated through certain channels over time among the members of a social system.

Characteristics of innovation-or new ideas-as well as characteristics of adopters influence the adoption process. Ideas or innovation are more readily adapted if they are:

1.more advantageous than the current situation.

2. compatible with previous experience and other aspect of situation.

3.simple

4.easily tried

5.observable with readily apparent outcomes.

Innovators- are the first to adopt new ideas followed by early adopters, early majority, late majority and lagards.

* innovators - venturesome, educated, multiple info sources

* early adopters - social leaders, popular, educated

* early majority - deliberate, many informal social contacts

* late majority - skeptical, traditional, lower socio-economic status

* laggards - neighbours and friends are main info sources, fear of debt

Diffusion and adoption process illustrates the impact that mass communication has on interpersonal communication and networks.

DEFINING SOCIAL SUPPORT

Spiral of Silence theory- suggest a phenomenon commonly referred to as "the silent majority".
Individuals who think their opinion conflicts with the opinions of most other people tend to remain silent on an issue. Carried to an extreme, even if a majority actually agree but do not individually recognize social support, their silence and inactivity can lead to erroneous conclusion that not many people support a particular view.

Public opinions arises as individuals collectively discern supports for their views through personal interaction and by attending to the mass media.Individuals observe and assess their social environments estimating the distributions of opinions, evaluating the strength and chances of success for each.

The Spiral of Silence theory is a scientific theory that for the most part is quite sound in situations in which opinions are not of great consequence. For example, if my opinion is a strong conviction and I am unwilling to bend in my beliefs then the theory may not apply to me to such an extent. Also, if I am an opinion leader, (from the Diffusion of Innovations theory) that is I am the one voicing my opinion and affecting other people; then I also may not bend in my opinions either.

The Spiral of Silence is useful to apply in situations when trying to explain why people cover up or change their opinions when in a group setting especially when they think they are alone in their opinions.

For example:

An example to help illustrate the Spiral of Silence theory is a person going out with a new group of people or on a date with someone you do not know very well. When ordering pizza for this theory, I would conform to the mushroom lovers because I feel I am in the minority since I do not like mushrooms and i think everyone else does. Therefore I do not want to be rejected or alone in my opinions.

BY: MARY GRACE F. COSTO Monday 2:30-5:30pm

SETTING THE AGENDA

Agenda setting suggests that mass media can have substantial and important impact on the cognitive level without affecting predisposition. Agenda setting theory emerges from communications studies and focuses on mass media influence on setting political agenda.

1. Media coverage can elevate the public standing of issues, people, organizations, institutions and so forth.
2. Changes in the amount of media attention can lead to changes in public priorities.
3. The more concerned people are about something, the they tend to learn about it, the stronger their opinions are of it and the more they tend to take action on it.
4. Media coverage can affect the agenda priorities of some specific and important public, such as legislators, regulators and other policy makers.

There are two concepts in agenda-setting theory useful in public relations. First is issue salience which determines the prominence and penetration of issue or how well it resonates with each public. Second is cognitive priming which describes the personal experience or connection someone has with an issue.

"Media not only tell us what to think about, but how to think about it, and consequently, what to think." - this theory from researchers McCombs and Shaw provides a promising theoretical framework in the practice of public relations.

DIFFUSING INFORMATION AND INNOVATION

Innovation or new ideas influence the adoption process. Innovation of new ideas are adopted if they are (1) advantageous than the current situation (2) compatible with previous experince (3) simple (4) easily tried and (5) observable with readily apparent outcomes.

Mass Communication facilitates social interaction and change. The media is a source of information for those who find it. The infos we get from the media becomes our topic of conversation. Mass media provides the information needed for interpersonal communication therefore, mass media diffuses infos to others.

DEFINING SOCIAL SUPPORT

It is common of any individual to think that if their opinion conflicts or disagree with the opinion of others, they tend to be silent at a certain period of time.

We ussualy hear this terminology, "silent majority" especially when an event is yet to happen like selecting of future leaders of a country. Here and there, we can hear different opinions maybe from our friends, associates and mass media. but a phenomena which is called spiral of silence really exists and these comes from large group of individuals who remain silent but their being silent give a conclusion that they are collective in their ideals. This group of individual who belong to silent majority have one common opinion and so they agree with each other. Therefore, spiral of silence or silent majority is one kind of social support.

PALAGANAS, GLYZA L. (2:30- 5:30pm)

SETTING THE AGENDA

Mass communication have an important role in our society its purpose is to inform the public about current and past events. Because mass communication is like of mass media and mass culture for the process as professional communicators. We know all mass media use technological devices to share message over great distance to influence large audiences, and for this process the mass media which can be a newspaper, a book and television, take control of the information we see or hear. Through this process many people have to decide whether or not the news is to bee seen or heard.

Agenda setting is like of mass media and mass culture same the mass communication what’s call it, for the process of the mass media is to determine what we think and worry about. Because mass media is have a ability to effects the cognitive change as a individuals, and to structure their thinking has been labeled the agenda setting is have a assumption to ability of the media to influence the visibility of events in the public mind has been apart of our culture for almost half on 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.

This theory of agenda setting as I have mentioned above has many useful uses in our society. Therefore agenda setting is used for many purposes to establish the media agenda and to retrieve the opinion of the public. In conclusion the agenda setting theory has many beneficial uses in our society and it is part of our communication.

DIFFUSING INFORMATION AND INNOVATION

An innovation is an idea, practice, or object that is perceived as new. Some innovations diffuse relatively slowly, while other innovations diffuse rapidly. The determine on diffusing of information and innovation’s rate of adaption are its relative advantage, compatibility, complexity, and observability.

The several determine about diffusing information and innovation is the influence as a individual’s decision to adopt or reject an diffusing information and innovation. The relative advantage is how improve an innovation is over the previous generation. Compatibility is the second characteristic, the level of compatibility that an innovation has to be assimilated into an individual’s life. The complexity of an innovation is a significant factor in whether it is adopted by an individual. But if an innovation is too difficult to use an individual will not likely adopt it. The fourth is trialability, determines how easily an innovation may be experimented with as it is being adopted. The final is observability, is the extent that an innovation is visible to others. An innovation that is more visible will drive communication among the individual’s peers and personal networks and will in turn create more positive or negative reactions.


DEFINING SOCIAL SUPPORT

People have time to speak and sometimes choose to remain silent. Even if we are part of the Mass communication field, we are not always agree with the things that are happening around us. Not all the time we are on the flow and we feel good about the opinions of others. We do have different ways on perceiving things so, sometimes we have different explanations and understandings. We will support those people we are in favor to their ideas and reject those we don’t like. We are the one who choose who we will support and agree to.

Ex: In a family, sometimes the decision of the father is not alright with the wants of the mother that is why sometimes they argue with each other. We will see that sometimes not all things are good to everyone.

There are some things that will effect good to others and sometimes will effect bad to them. So we choose on what things or actions are we going to do. I think, good planning and explaining it well to each other may help develop good understanding.

CANA, NOMELA M.
PR M-2:30-5:30pm

SETTING THE AGENDA

“Media not only tell us what to think about, but how to think about it, and, consequently, what to think.”

There are two concepts in agenda-setting theory and research are especially useful in Public Relations. First is the issue salience or the opinion of an individual or of the public in certain situation through their own experiences and Second is the Cognitive priming or the knowledge they gain through their own experiences.

In Agenda-setting theory of mass communication, The media impact or the public opinion and knowledge they gain through mass media sets the agenda. The Mass media gives impact on the cognitive level, cognition, what we know about or the knowledge of an individual or group without affecting the predisposition or the opinion of an individual.

Mass Media can affect the public opinion and in Public Relations there will be an instances that the effect will be a good thing or bad thing depends on the opinion of the Public in Mass media.


DIFFUSING INFORMATION AND INNOVATION

The Mass media has the responsibility to spread the new information, new ideas in a current situation to the target public. The mass media looks for new information, they gather data from different sources to spread this new ideas and information to their target public.

Diffusion of information and innovation theory explains this process. Characteristics of innovation- or new ideas- as well as characteristics of the adopters influence the adoption process. Ideas or innovations are more readily adopted if they are:

1. More advantageous than the current situation.
2. Compatible with previous experience and other aspects of the situation.
3. Simple
4. Easily tried
5. Observable with readily apparent outcomes

“Innovators” are the first to adopt new ideas, followed by “early adopters,” “early majority,” “late majority,” and “laggards.”

Mass Communication let us know the big impact of mass media to public or individual opinion.


DEFINING SOCIAL SUPPORT

In Mass media messages, individuals come up with their own opinion, in their social group they will try to explain their own opinion until they define it in each other and they will have mutual understanding until they achieve and accept changes in their environment.

Opinion was made of by individual perception to a certain issue. Each and every one of us come up with our own opinion because of our own and different experiences. We come up of different information, but through personal interaction and by attending to the mass media and through listening with opinion of others, individuals easily adopt to the current situation and observes their environment carefully. If, individuals understands their social environment with their own opinion and with the opinion of others then they will build social support

Bernadas, Ronalyn A. (Comm Elect2/ 2:30-5:30pm)

Bernadas, Ronalyn A.

Comm Elect2 2:30-5:30pm





SETTING THE AGENDA


The “agenda setting” theory describes what the mass media significance and it explains a powerful influence of the media. Setting the Agenda is that something you are spreading an information. It also clarifies controversial part in determining which and what topics are the center of public awareness and action. In Walter Lippnan theory, it talks about on what is the role of the mass media in the shaping of public opinion.


It also suggests that mass media have an important impact on the cognitive level without affecting predisposition. Meaning, you can use reasoning without disturbing your attitude and feelings. Media was a powerful medium. Media has a great impact to the public. Media and public are connected with each other. Media can shape and influence every individual. In Agenda-setting, media or press does not replicate reality, they clean issue and because of this, media concentrate to what the public wants to understand.

For instance, you are watching the news about the death of former President Corazon Aquino. From this news, you feel that you are so hurt and sad because of her death. So, media reporting can lift up and promote to what the public stand to a particular issues, people, and even in an institutions. The more public are talking about a certain issues, the more they take actions and something to achieve their purpose. This is not just studying very hard without doing and pursuing yourself to do your obligations and knowing what is your purpose to study.


One of the concepts in agenda-setting theory is the issue salience which people who are interested in an issue were more dynamic in giving their judgment. They concern the issues that are most likely connected in their life.



DIFFUSING INFORMATION AND INNOVATION

Diffusing information is that spreading or supplying of information to the target public. In diffusion of innovations, it requires communication among innovators, diffusers and possible adopters in order to attain an understanding.


Media also has a great function to this. For example, you and your friend are communicating with each other and someone is watching the two of you and might think and mistaken of what she/he hear from the two of you..And this someone told to her/his friend what he/she heard from you and that message which is not true are spreading and spreading.


This is an example of transmitting a message. Once a message is transfer, it will continue to transfer to other individual. Individual should expose to information and should know better information and have some idea on how the innovation works. Individual or public should also search for information and details about the innovations.


Public should also consider the benefit and weakness in using an information and public may make a decision whether they accept or reject that. Public can also start and establish the usefulness and value of this.



DEFINING SOCIAL SUPPORT


Staying or remaining silent in a group? That is a spiral of silence theory. Some individuals think that their ideas may overlap and hurt to somebody that is why they remain silent.


Defining social support can be a function and can take place through an interactive process. It can be through verbal and non-verbal communication. It can lessen doubt regarding the situation and may also build a perception. It may also enhance a sense of personal control and it is basically a communicative process. Social support may help individual to build a sense of self-confidence and it can provide acceptance. This will also give a precise feedback about something.


One example of this is the power of media. Because of the power of media, people can easily adapt and media shape and influence people. For instance, there is a report in a television and you are watching that report and that report is about the reaction of publics about the incoming election. From the views and opinion of the public being interviewed in that issue, we may believe from that opinion. That is why; media has an influential medium in communicating to the target public.

-JOHN ALMAR B. COLAR-

Setting the Agenda

This theory of mass communication explains why people with similar media exposure place important roles on the same issues. Although different people have different feelings and views about the issue at hand, most people feel the same issues are important. It also tells us how to pick issues which is useful and important.
Example:

The students of a university are going to have a student council campaign. They make plans on what agendas are they going to do and implement to help the university to be a well- organized and well- disciplined as a whole. They choose what things are really important to do and what will be useful. What they do is, they inform the students and the university about their agendas so that they will know what plans they have.

The Agenda-Setting Theory comes from a scientific perspective, because it predicts that if people are exposed to the same media, they will place importance on the same issues. According to Chaffee & Berger’s 1997 criteria for scientific theories, Agenda-Setting is a good theory.

• It has explanatory power because it explains why most people prioritize the same issues as important.
• It has predictive power because it predicts that if people are exposed to the same media, they will feel the same issues are important.
• It is parsimonious because it isn’t complex, and it is easy to understand.
• It can be proven false. If people aren’t exposed to the same media, they won’t feel the same issues are important.
• It’s meta-theoretical assumptions are balanced on the scientific side
• It is a springboard for further research
• It has organizing power because it helps organize existing knowledge of media effects.


Diffusing Information and Innovation

Diffusing information is set of concepts on how we transmit and deliver the message to the receivers or to the public. It is also an act of spreading news information or issues with the use of the different media like radio, television and printed materials. The structure of societies and the relationships between different people have been shaped to a great extent by the flow of information in them.

Communication will be produced by the sources, sender, channel and the receiver. Because of this way or flow of communication, people will get to know current issues and they will be informed. If this will continue, information will spread and deliver to the public.


Example:

There is an issue of a contagious disease that came and spread to the country, so the media is responsible in informing the public about this issue so that people will know about it and they will make ways on how they will prevent it.

Diffusion Of innovation- is all about spreading new information and ideas. It is an idea, practice, or object perceived as new by an individual, group, organization, or other unit of adoption.
Elements of diffusion of innovations
 the innovation
 types of communication channels,
 time or rate of adoption,
 and the social system which frames the innovation decision process.


Defining Social Support

Social support is a network of family, friends, neighbors, and community members that is available in times of need to give psychological, physical, and financial help. In defining social support, people need to have support from other people so that they will do things according to their plans. But, certain problems will occur if there is someone who will disagree with the plans that you made.
Example:

It is normal that sometimes in a group meeting or conversation, there are some people who are not agree with what you think. Because of this, there are some debates or arguments that will happen.

People have different views and opinions, not all people are the same that is why things won’t be in accordance to what you want and what you need because we have different ways of thinking and perceptions on things.




By: John Almar B. Colar
ABMC- 4th yr.
Mon. (2:30- 5:30pm)

Evangeline B. Fernandez- ABMC4- Monday/ 2:30- 5:30pm

SETTING THE AGENDA

Agenda Setting is all about planning what things are we going to do and how we set our ideas and plans for a certain thing or event and to think of what is important. It is concerned on how we perceive or think about things, how we communicate, how we can explain it and how we feel about it.

As a mass communication student, we have different opinions and thoughts that’s why we arranged our ideas in order to form a good agenda. Like for example in a political agenda, politicians hire a good PR professional to help them arrange their ideas and plans to make a good political campaign and build their good image. After they plan it, they will think of different ways on how they will inform the public and how they will deliver it to them. They exchange their opinions to one another to produce a good outcome on their goals.

Two concepts in Agenda- setting theory:

1. Issue Salience- which is the mass media’s ability of transferring information or important issues from their own agendas to the public agendas.

2. Cognitive Priming- it is the personal experience or connection of the person involved in an issue.


DIFFUSING INFORMATION AND INNOVATION

It is a way of disseminating messages from one person to another as well as from the source to the sender up to the receiver or the destination. This involves social interaction, communication and exchanging of information. Like for example in media, they collect or gather facts and useful information or get it from their sources, they arrange it, disseminate it through a medium (TV, radio, newspaper, internet, etc.) and send or deliver it to their audiences or to the public. If the audience or the public received it, they will give comments or opinions and they will talk about it, because of this there will be a feedback from the audiences and interaction among people of the public will occur. Communication of people plays an important role on this.

Diffusing of Innovation- It is the adoption of new ideas, media, technology and etc. and how these things spread through cultures.

There are three types of innovation:

Optional Innovation-Decision- this decision is made by an individual who is in some way distinguished from others in a social system.
Collective Innovation-Decision- this decision is made collectively by all individuals of a social system.
Authority Innovation-Decision- this decision is made for the entire social system by few individuals in positions of influence or power.

DEFINING SOCIAL SUPPORT

Every man have different views, ideas, and opinions about things. Sometimes we think that our opinions and thoughts are conflict with the opinions and thoughts of others because of our differences, but we tend to remain silent on this matter. The “Spiral of Salience” is a theory which suggests that a phenomenon commonly referred to as the silent majority.

For example, in a group of friends, when they plan to have a group outdoor activities, sometimes there are circumstances that there will be one or two in the group who will object or disagree with the plan of the others and this will make things complicated to them. Because of this, some of them will remain silent because they don’t want to and some of them will support the idea and will insist to gain support from each other to make their plan possible.

Even if a majority agree on the plan but do not individually recognize social support, their silence and inactivity can lead to a big conclusion that not many people support a particular view.

Each of us need social support from the people we rely or expect too much to in order to do what we think and what we want in order to make things better.

Reshelle Mae D. Caburnay ABMC4-A Mon.(2:30-5:30)

SETTING THE AGENDA

Mass Media plays an important role to the society wherein it provides us the current events in the community we belong. The "Agenda-Setting" theory of Mass Communication explains why individual with same media exposure gives importance on the same issues. We all know that media can affect an individual perception but it is still depends on a person opinion and own understanding. Media just inform us but opinions and feelings(predisposition) are still in the hands of the person whether he will agree or disagree regarding a certain issue.

According to Researchers Maxwell McCombs and Donald Shaw "This impact of the mass media- the ability to effect cognitive change among among individuals, to structure their thinking- has been labeled the agenda-setting function of mass communication. 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." Here,it pointed out that literally, Mass Media may not force us to believe on their point of view but they have the ability to persuade us on what are the important factors we must think of.

Example:
Clinton Scandal is an example of Agenda-Setting in action. During these historic events, the media was always present. There articles in newspaper, radio program,magazines and even in broadcsting has given a very big importance.Some people believed that Clinton must be impeached but other's think that it's his personal life and must not taken seriously in politics. Maybe media was not successful in telling the Americans what they must think but they made them realize that it is an important issue.

There are two concepts in agenda-setting theory which is useful in Public Relations, first, Issues Salience and second, Cognitive Priming. In issues salience, the people is getting inclined with an issue if it is one of their personal interest. So if an individual care the most about our economic status, thee is a big possibility that he is concerned with the politics and business status. On the other hand, cognitive priming describes the personal experience or connection someone has with an issue. In this, the more they had personal experience regarding a certain issue, the more they are motivated to expose themselves on media coverages.


DIFFUSING INFORMATION AND INNOVATION


Mass media usually informs people about a certain issue particularly those things which is happening in the society they belong. There are instances that what we had learned from media either in print or broadcasting can start conversation with other people. As media provides current events, this newly information can be the topic of the day for some people who will discuss their different perception regarding that issue.

In the Theory of Informatin and Adoption, the characteristics of innovation or new ideas can influence the adoption process of a person. Ideals or innovations are more readily adopted if they are (1) more advantageous than the current situation.- If the issue can provide progress and development. (2)compatible with previous experience and other aspects of the situation.-If the said issue can relate on one's experience and interests. (3)simple.- If it can be easily understand by the people with different life status.
(4)easily tried, and (5)observable with readily apparent outcomes- If the issue is understandable and with positive outcome.

Diffusion and Adoption processes illustrate the impact of an issue based on the interpersonal communication that might occur throughout this issue.

DEFINING SOCIAL SUPPORT

The "Spiral of Silence" also referred as "the silent majority." In this theory, it eplains the behavioral attitude of those individual who tries to keep their opinions and feelings to avoid conflict with the other members of a certain group or organization especially if they have different opinion compare to the majority of the member and If one observes that his idea or opinion are just the same with the majority,they became comfortable in expressing their views.

The spiral begins when someone choose to remain silent or decide to express their thoughts. Public opinions arises when an individual has a greater media exposure which can support their own point of view. Media coverage can help those people to became more aware regarding information which is related to their concern.

Vanessa S.Delibo-abmc4a

Posted by: Vanessa S.Delibo
MW 2:30-5:30pm


Setting the Agenda
There are two distinct public possesses, one is cognition includes what we know about and second, predisposition that simply describing about our feeling and opinions. Media can give info without changing the viewer’s predisposition but what media gives to the public is what the public digest. In here, Mass communication gives impact to the public in the manner of an issue. Media can elevate the public standing of issues, influence the public priorities, and focus into different agendas digest by the people. Media serves as the information medicine taken by the public and taking its effect.
Practitioners who practice setting an agenda will be aware of the power of media and can make a better and strategic management in public relations.
Two concepts in Agenda setting;
a. Issue Salience
b. Cognitive priming
The difference of the two is that in Issue salience the people relates to an issue and cares much of it and determines the prominence and penetration the issue has with the audience while Cognitive priming describes te personal experience or connection someone with an issue.











Diffusing information and Innovation




It is important that public gathers information from where it is possible. Spreading of an idea or info affects largely the public and it is commonly known as “diffusion”. Once one gets the info he/she can pass the message until the message reach different areas and scatter everywhere.
The biggest operation of spreading the message is through media. It is very powerful and persuasive. The dissemination happens after the media catches info from various sources after which is delivering to public. Innovation takes place when a person adopted situation and pass it affected by the ff. factors; 1. More advantageous than the current situation 2. Compatible with the previous experience and the other aspect of the situation 3. Simple 4. Easily tried and 5. Observable with readily apparent outcomes. It is simply the innovators are the first to adopt new ideas processed to others who have different characteristics. Diffusing info and innovation shows how the mass communication gives great influence in the lives of public and can facilitate interaction and change.
Defining Social Support
Public opinion is a very essential factor regarding to an appealing issue. But not all aspect gives the same result when it comes to public opinion. Individual perception when show and meet other’s perception that happens to be the same can result into collective thinking. There are some people who avoid the manner of being expressive because they think that their opinion conflicts with the opinion of the majority. In the”Spiral of Silence theory” some tend to remain silent on an issue and keep it to themselves. Media plays a key role for bringing out such type of public to redefine socially accepted expression and behavior. The socio-cultural model of communication effects suggests that “messages presented via the mass media may provide the appearance of consensus regarding orientation and action with respect to a given object or goal of persuasion.

MEA FRANCE C. ROADIEL

SETTING THE AGENDA

As a mass communication student dealing with the Public relations in setting the agenda, it is important to know about on how the media distinguish of what we think about and what we think according to Lipmann’s notion of media. For the explanation of this on what we know about or the knowledge that we have, on the other hand, it refers to the opinions and feelings. Agenda setting suggests that mass media can have substantial and important impact on the cognitive level without affecting predisposition. Setting the agenda is not a trivial consequence but it has significance.

The potential consequences of media agenda setting. Media coverage can elevate the public standing of issues, people, organizations, institutions and so forth by telling the public or giving the public the good information in such matter. Changes in the amount of media attention can lead to changes in public priorities .

The more concerned people are about something, the more they tend to take action on it, in short media have an intense to do for the public. Media coverage can affect the agenda priorities of some specific and important publics, such as legislators, regulators, and other policy makers.

Mass communication can affect public opinion by raising the salience of issues and positions taken by people and groups in the news.

For public relations practitioners getting an issue onto the media agenda can be a good thing or a bad thing.

Being aware of the power of media agenda setting is a key to the strategic management of public relations communication.

DIFFUSING INFORMATION AND INNOVATION

In Mass Communication social interaction must show to other people and make change about the information that the media gathered and spreading it out to the public . Sources may come from differential social, economic, and educational backgrounds but are accessible through the media. The media provide information from different sources mostly from the different medium of media like news, radio, television and etc. What we learn from our study in mass media often determines about on how we can communicate to others and on what we talk about with others, having a knowledge to the information that we intended to share to be able to begin conversation. Mass media provide information to those who’s needed such information and giving information for subsequent interpersonal communication, thereby diffusing information to others.

There are theories that explain the process of diffusion of information and innovation. Characteristics of innovation-or new ideas- as well as characteristics of the adopters influence the adoption process. Ideas or innovations are more readily adopted if they are more advantageous than the current situation, compatible with the previous experience and other aspects of the situation, simple, easily tried and observable with readily apparent outcomes. Innovators are the first to adopt news ideas, followed by early adopters, early majority, late majority laggards.

DEFINING SOCIAL SUPPORT

Each of us have an opinion to an issue that the media gather and they inform it to the public, but sometimes we have an opinion regarding to the issue but we have no strength to share it to the other because we think that it may conflict to the other’s opinion so we tend to remain silent to an issue and because of this “Spiral of silence’ theory suggests a phenomenon commonly referred to as “the silent majority”. That even most of all agree to your opinion but do not individually recognize social support, their silence and immobility can lead to the invalid conclusion that not many people support a particular view. Its important to break the spiral of silence to be able to express your self to the public and the public would understand your opinion or your reaction regarding to the issue.

Mass Communication plays a key role in redefining socially accepted expression and behavior.

Prepared by: Noel C. Maningas

A. SETTING THE AGENDA

Salience transfer is the ability of the mass media to transfer issues of importance from their mass media agendas to public agendas. The agenda-setting theory explains the correlation between the rate at which media cover a story and the extent that people think that this story is important. It suggests that mass media can have substantial and important impact on the cognitive level without affecting predisposition; it also contributes to the conceptual foundation for public relations mass communication.

Media Agenda Setting Consequences:
1. Media coverage can elevate the public standing of issues, people, organizations, institutions, etc.
2. Changes in the amount of media attention can lead to changes in public priorities.
3. The more concerned people are about something, the more they tend to learn about it, and the more they tend to take action on it.
4. Media coverage can affect the agenda priorities of some specific and important publics (legislators, regulators, and other policy makers).



B. DIFFUSING INFORMATION AND INNOVATIONS

Diffusion is the “process by which an innovation is communicated through certain channels over a period of time among the members of a social system”. An innovation is “an idea, practice, or object that is perceived to be new by an individual or other unit of adoption”. “Communication is a process in which participants create and share information with one another to reach a mutual understanding”.

Characteristics of innovation and adopters:
1. more advantageous than the current situation
2. compatible with previous experience and other aspects of the situation
3. simple
4. easily tried
5. observable with readily apparent outcomes




C. DEFINING SOCIAL SUPPORT

An important aspect of support is that a message or communicative experience does not constitute support unless the receiver views it as such. Spiral of silence theory suggests a phenomenon referred to as “the silent majority” – individuals who think their opinion conflicts with the opinions of most other people tend to remain silent on an issue. Media coverage can reflect, enforce, or challenge the spiral of silence effect on public opinion.



This sociocultural model of communication effects suggests that "messages presented via the mass media may provide the appearance of consensus regarding orientation and action with respect to a given object or goal of persuasion."

Danica D. del Corro ABMC4A (M 2:30-5:30)

Setting the Agenda

Agenda setting suggests that mass media can have strong and important impact on what we know about without affecting our opinions and feelings.

Here are the importance of media agenda setting:

• First of all, media coverage can elevate the public standing issues, people, organizations, institutions and so forth.
• Changes in the amount of media attention can lead to changes in public priorities.
• More concerned people are about something, the more they tend to learn about it, the stronger their opinions are of it, and the more they tend to take action on it.
• The media coverage can affect the agenda priorities of some specific and important publics such as legislators, regulators and other policy makers.

By raising the salience of issues or those issues that are very noticeable and positions taken by people and groups in the news, mass communication can affect public opinion.

Public relations getting on issue onto Media agenda have two effects:

1. Good thing- when you want to raise awareness of an issue
2. Bad Thing- when something embarrassing, dangerous or illegal happens at your organization.

Two Concepts in Agenda Setting Theory

1. Issue Salience- it determines the prominence and penetration the issue has with the audience.
2. Cognitive Priming- it describes the personal experiences or connection someone has with an issue.

Diffusing Information and Innovation

Diffusing information and innovation simply means “spreading of new ideas”. Sources may come from different social, economic and educational backgrounds but are accessible through the media. And the media, then, provide information from sources that would otherwise not be available through interpersonal networks. Once people get information from the media, they enter conversation armed with useful information. Mass media provide information and supply information, thereby diffusing information to others.

Ideas of innovations are more readily adopted if they are:

• More advantageous than the current situation
• Compatible with previous experiences and other aspects of the situation
• Simple
• Easily tried
• Observable with readily apparent outcome

Defining Social Support

Not all people support a particular view or opinions. In this aspect, we have the so called “spiral of silence” which means people tend to remain silent if they think people are not supporting their views or if they think their opinions conflict with the opinion of most people. With this, they are not recognizing social support individually. On the other side, people are more likely to express their views and gain confident if majority agrees with his or her views.

The spiral begins when individuals choose to remain silent or decide to express their own views. It continues as others observe the presence or absence of support for their own views.

People will tend to choose either public silence or expression. With this, media coverage can reflect, enforce or challenge the spiral of silence effect on public opinion.

Mass media messages can provide individuals pictures of their social environment of whether these is social approval or disapproval of their views or action.