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.