Diffusing Information and innovation
Everyone is in favor of getting fresh ideas and information. No one wants to know something everyone already knew. Oftentimes, men are willing to spend money for sources of information such as television, radio, newspaper and even subscribing to this internet sites or what we call MEDIA. It provides us quality based information that is very usable in our everyday lives. Who among us doesn’t have a television set in our house? Or doesn’t have cellular phone? Nowadays, it is very common to our generation that we are so equipped with this kind of technology.
But what do you think these techs contribute to our lives? These media provides information to those people who are eager to learn new ideas and when they have learned something unusual or something important, they tend to share it to others. It may be to their friends, workmates, or other family members. This is where the diffusion of information and innovation theory takes place. They keep on sharing ideas to others as they think that this may also add up to them. And probably may be used for future problems.
As for example, from one of the television programs, I have known that there are many types of tuberculosis. Not only pulmonary but also in the bones, skin, ovaries and brain. To this extent, because you knew this, you can do preventive actions. Or because there are innovative studies for such illness, signs and symptoms may be researched as follow up through internet or medical practitioners. And as you gather these information, you can share it to someone you think is liable of sickness.
Diffusion of information and innovation theory is given importance if it is advantageous or someone is getting something about it. Second, if it has connection or compatibility with what you have encountered before. Third, if it’s not so complicated and if you already proved its worth.
Setting the agenda
Before doing an activity, setting the agenda must be the first thing to do. It is what you wanted to attain after such activity had been done. But in mass communication, when we say “agenda setting” theory, it talks about two. One is what they call cognition (how we think of something) and seconds is predisposition (or refers to emotions and opinions). It is not merely distinguishing the two, but keeping level of importance to each. It should be clear that cognitive level must have more impact without really affecting one’s emotion or opinion.
As we see on television, media practitioners tend to serve to people issues of the country, a specific city or province and even small issues of anything. Before they came up with these issues, what are the things they are taking consideration of? As I thought of it, they are giving much importance those issues which are necessary to its audience. Public opinion is the most important thing, how they react or change perspective about the issue. In our country, media is the most powerful medium of communication between the real issue and the society. If in case the people involved in a specific issue is a bit important to the society, they are thinking if they will still release it or just take it for granted as if it didn’t happen at all. Why do I say so? They are in need of valuable reason of why are they going to release the issue, for image purpose of the personality or an organization and security of the practitioner as I may specifically say it.
Mass media is not merely a medium of communication, it is considered as one of the foundation imagery of a person or organization. Creating good image in the society must take an enormous effort before lifting one’s name. Agenda setting theory contributes to public relations communication. And public relations is the key for an organization to be effective to the society.
Defining Social Support
Each of us is entitled to have opinion, whether it is a pro or con. It is just merely how you express your perspective or you just wanted to involve yourself with the issue. But in “Spiral of silence” theory, the other’s perspective is relevant to yours. It is what they call social support or opinions of the same view. People by nature want to have a company when trying to fight or speak out for something. No one would ever try to shout out loud by himself and doesn’t even have one to support him/her. It is always finding someone to be at your side, either looking for someone with the same view or trying to change one’s opinion to be like yours. Individuals are having this feeling of strength to speak if he knows everybody else is with him. But if you are part of the minority, you tend to be silent, not saying your view, or not even spending time and effort of creating a circle of group to promote your ideas to the majority.
As for example, in our country, the first People Power Revolution showed the social support theory. People of the same view of putting back the democracy in our government created a man power revolution wherein they fought in a peaceful way. They organized groups that took risks of fighting against the Marcos government. People had this strength of doing this because majority of the members of the society of all levels of livelihood, rank in the society, united and voiced as one. People had the courage and eagerness to win back the democracy because they supported each other. And as result, with the help of the people in the same view, they attained what they are fighting for. The Marcos government ended, democracy returned and people successfully created history in the country.
Media have the power to keep the people be informed of what is going on and give an idea what will possibly happen in the future. Public opinion may be attained with the use of media,. If media releases issues, people will know all about the facts and information, and when they have agreed to work as one, the spiral of silence will start to break.
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