Analysis of Carrizza L. Gorgod (August 10, 2009)

GORGOD, CARRIZZA LUZA

2:30-5:30 PR class

Analysis

SETTING THE AGENDA

Setting the Agenda is an important theory of Mass Communication that has an effect on Walter Lipmann's notion of Media impact through distinguishing what we think about and what we think.

Media has its own process of evaluating, analyzing and creating messages on the wide variety of publics/audience. Through media people can just listen, watch and read everything that is happening around the society. Even in commercials and public relations people can get information.

Public Relations can contribute tremendously to the effectiveness of an organization when it carefully and strategically considers its own issues in regard to the media agenda. Example: usually what happens is, before a certain issue takes place public relations has or can make a solution to the problem before it gets onto the media agenda. In the end, because of what public Relations can contribute, an organization can save more of their money and resources.

In Agenda setting there are two concepts that are useful in Public Relations. They are (1.) Issue Salience which determines the prominence and penetration the issue has with the audience. With this concept example given is, people usually cared most to issues that has an impact or likely more close to their interests. Meaning Proximity or Nearness is also a matter here. (2.) Cognitive Priming deals more on the personal experiences of an individual. This pertains to the connection that an individual has on a certain issue. In this concept a person that has less experience rely most in the information that media has to offer.

DIFFUSING INFORMATION AND INNOVATION

In this fast phasing world, technology is everywhere. From the easy access that we can get through web into the simple texting. So as into news and information. People today can get instant informations about anything that surrounds them through the use of media. From those information that they are getting they can actually form a conversation. Sometimes people learn from useful information madia has to offer and from that information itself people tend to begin conversation and can even start arguing.

There is a process that explains the Diffusion of Information and Innovation Theory. The Characteristics of Innovation, or new ideas, as well as the characteristics of the adopters influence the adoption process. Ideas are more readily adopted if they are as follows:

1. More advatageous 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

The "IMPACT" that Mass Communication has on the interpersonal Communication and networks is what Diffusion and Adoption processes show. This is how the interpersonal Communication works. You have to deal and interact with people. this illustrates how mass and interpersonal communication interact in Socila systems and in Social change.

In dealing with people, from what you heard and what you see y0u can come up with your own ideas that can lead to a new coversation.


DEFINING SOCIAL SUPPORT

SPIRAL OF SILENCE THEORY- commonly reffered to as the "SILENT MAJORITY"
Sometimes a person tends to keep himself silent especially if he thinks that his opinion has conflict with others. Even if the most number of the group actually agree but do not show SOCIAL SUPPORT.

In this case, not every one shares the same opinion or supports a particular point of view, this sometimes leads to erroneous conclusion. On the other hand , individulas who think that many others share their view, or that the number of people who agree is growing rapidly are more likely to express their views.

Example: An ongoing elections of officers. If one disagreed to what has been talked about and tried to open up his opinions and yet no one suppoted him there will be a tendency that his opinions will going to be useless for that matter. But if members will agree with him or will listen to his opinions ofcourse there might be a chance for that opinion to be heard out.

On the other hand, the spiral begins when individuals choose to remain silent or decide to express their views.

In this regard, media coverage can reflect the spiral of Silenec effect on Public opinion.

Example: Public information campaigns can break the spiral of silence if the issues involved are sexula harassment, domestic violence, kidnapping and any other crimes that will make people worried with. With this public campaigns people tend to speak out and make an effort to take actions.

Based on the Sociocultural Model of Persuasion, mass media messages can provide individuals pictures of social environment. From these messages people can either react or ignore with it.

Example: The TV ad of Red Horse Beer wherein they had the tagline "Nakatikim ka na ba ng katorse?" became one of the tlaked about commercial. The moment that it is aired on television different reactions occured. Some said that it was an inappropriate line for most of the televiewers were minor. The said tag line of the drink imposed double meaning.

From that line presented by the company of Red horse Beer public was affected. This shows that messages persented via mass media has a total impact in publics.