Angeles, Cherish Ly E. ABMC-4a

SETTING THE AGENDA

The Agenda Setting Theory of Mass Communication distinguished between “What we think about and what we think”. The first one talks about the things that we know, while the other refers to our opinions and feelings.

Setting the Agenda is really important in public relations. It is a key to a good strategy, and a good strategy is a key to a good communication. We should not look just into it or what is it about, but beyond on what we expect. Agenda setting is really important when it comes to politics. Public relations practitioners are doing everything just to promote a certain person. They used different techniques just to gain the sympathy of his target audiences.

Agenda Setting has something to do with media coverage which could elevate the stand of a certain public or audience over an issue. Quick changes about media attention lead to a less public attention or priorities’.

In the field of Mass Communication, agenda setting takes a vital role. It contributes to the conceptual foundation of public relations through mass communication. McCombs and Shaw said about agenda setting, “Media not only tell us what to think about, but how to think about it, and consequently, what to think”. In relation to our course, it is not just gaining knowledge, it is always about learning. It is never about doing but simply practicing.


DIFFUSING INFORMATION AND INNOVATION

Communication is a process. It undergoes changes which we really can’t deny. The spread of new ideas especially in technologies has a great impact and effect into our communication process. What we learn from Mass media determines from what we are talking about. It only means that mass media provides needed information to a target audience.

Diffusing information and Innovation theory influences the adoption theory wherein ideas are more readily adopted if it is more advantageous, compatible with previous experience, simple, easily tried, and observable. Diffusion and adoption has a great impact when it comes to interpersonal communication that deals in social system and change.


DEFINING SOCIAL SUPPORT

This theory referred to “spiral of silence” or silent majority. It is about conflicts in opinions. Some people wants to remain silent than to voice out their suggestions and ideas to a certain issue.

Public opinions is needed in a public communication. Without a certain opinion to an issue leads a to less public interest. The spiral begins when individuals choose to remain silent or decide to express their views, opinions or ideas. The spiral continues as others support or does not support their certain groups.

The Sociocultural model of persuasion pictures that individuals can provide messages to their social environment. In this case, they will know whether their opinions are recognized or not, and even if it is approved or disapproved. The Sociocultural model of communication suggest that the messages from an audience through a medium of communication explains the orientation and action with a given goal.