Does Mass Media have an impact on you? Well, we're all familiar with this. While you're reading and browsing this page it is obvious that internet as one example of mass media have an impact with you. Also, media's impact distinguished between what we think about and what we think. It's just like you know something (cognition) and you're giving your opinions and feeling(predisposition). Agenda-setting is a theory of mass communication. Infact, Agenda-setting suggests that mass media can have substantial and important impact on the cognitive level without affecting predisposition. I'll give you one example, but before that let me ask you one question, aside from your birthday, next year, do you know any event that will happen?.....
I guess, Presidential Election is one event that you think. And as may example, agenda setting by the press during presidential elections found that relative media emphasis on issues has a cumulative effect on the electorate. So we're not with some advertisement of those politicians in television, newspaper, billboards and other kind of media. And its undeniable that we're affected with it. A lot of consequences can be considered. First of all, media coverage can elevate the public standing of issues, people, organizations, institutions and so forth. Second, changes in the amount of media attention can lead to changes in public priorities. Third, the more concerned people are about something, the more they tend to take the action on it. Fourth, media coverage can affect the agenda priorities of some specific and important publics, such as legislators, regulators, and other policy makers.
If we sum up all of those things, mass communication can affect public opinion by raising the salience of issues and positions taken by people and groups in newa. Media effects the agenda-setting theory that contributes to the conceptual foundation for public relations mass communication.
I'll share with you two concepts in agenda setting theory and research are specially useful in public relations: 1. issue salience it determines the prominence and penetration the issue has with the audience, or how well it resonates with each public. People care the most about issues that are close to their own interests. Researchers found that frequency of discussion was single largest predictor of issue salience. Interpersonal communication enhance the agenda setting effect of the media or interfered with the agenda-setting effect when the interpersonal discussion conflicts with media content.
2. Cognitive priming describes the personal experience or connection someone has with an issue. researchers thought that a person with little or no personal experience on an issue must rely on the media for information. Scholars initially expected to find that media had weak or no agenda-setting effect on issues with which people had personal experience. Quite to contrary, they found support for the cognitive priming hypothesis w/c states that previous or personal exposure to an issue stimulates interest in that issu's media coverage.
And I'll also share this, as quoted" Media not only tell us what to think about, but how to think about it, and consequently, what to think."
I guess now that we know about this, we'll not be surprise that most of the Filipino knows all the things happening in his surrounding even the latest chika about celebrities and what's hot in showbiz and other area of our community.
DIFFUSING INFORMATION AND INNOVATION
Spreading news as 2009 is running has been changed or innovated. We can see that new ideas on how we can present or deliver a news has facilitates social interaction and change. Once we get information from the media, we begin to talk about it. We expand on that issue by seeking for more information by talking to someone, arguing, sharing your own thoughts about it and you dont realize that the issue become more bigger. And if I ask you now if you know about the recent issue about Katrina Halili, I guess you can tell me the whole story and also even the video. Now you're smiling, why? Because its true, if we recall that issue, the media gave a lot of time and attention, columnists and a lot of newspapers in the Philippines gave comment about the issue. In effect, mass media provide information to those who seek it and supply information needed for subsequent interpersonal communication, thereby diffusing information to others. And the ideas or innovations are more readily adopted if they are more avantageous than the current situation, compatible with previous experience and other aspects of the situation, simple, easily tried, and observable with readily apparent outcomes.
To some up all of this, diffusion and adoption processes illustrated the impact that mass communication has on interpersonal communication and networks. more important, they show how mass and interpersonal communication interact in social change.
DEFINING SOCIAL SUPPORT
Have you experience that you just remain silent and don't give some comment in an issue? Well, if Yes, you practice the "spiral of silence" thery that suggests a phenomen commonly referred as "the silent majority". This are the individuals who think their opinion conflicts with the opinions of most other people tend to remain silent on an issue. Individuals obsertvre and assess their social environments, estimating the distribution of opinions, evaluating the strenght and chances of success for each. and determiningf the social sanctions and costs associated with each. The spiral begins when individuals choose to remain silent or decide to express their views. It continues as others observe the presence or absence of support for their own views. It gains apparent legitimacy when increasing numbers of individuals translate their observation into either public public salience or expression.
In each instance, and for many other public issues, mass communication plays a key role in redefining socially accepted expression and behavior. Mass media messages can provide individuals pictures of their social environment, of whether there is social approval or disapproval of their views or actions.
Analysis of Melani Joy Jardin
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