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.

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  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

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  more advantageous than the current situation


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  compatible with previous experience and other aspects of the situation


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  simple


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  easily tried


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  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