Communication Effect

Liezel Sayawan MW 2:30-5:30pm

SETTING THE AGENDA

Agenda setting- in mass communication theory builds up on Lippman's notion of media impact by distinguishing between:
>what we think about- involves cognition
> what we think-refers to our opinion and feelings or predisposition

>Agenda setting suggest that mass media can have substantial and 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.
For example:
early explorations of agenda setting by the press during presidential elections found that relative media emphasis issues has a cumulative effect on the electorate.

The same issues with the same relative emphasis as that even by the media, make up the voters' agenda. In the other words the issues considered least to most important by voters reflect patterns of media coverage rather than a particular political agenda.

CONSEQUENCES OF MEDIA AGENDA SETTING
>Media coverage can elevate the public standing of issues, people, organizations, institutions and so forth.
>Changes in the amount of media attention can lead to changes, public priorities
>The more concerned people are about something. The more they tend to learn about it, the stronger their opinions are of it, and the more they tend on action on it.
>Media Coverage can affect the agenda priorities of some specific and important public, such as legislators, regulators, and other policy makers.

in summary:
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 has with the audience, or how it well it resonates with each public .Interpersonal communication enhanced the agenda setting effect effect of the media or interfered with the agenda setting effect when the interpersonal discussion conflicts with the media content.

2. Cognitive priming
> describes the personal experience or connection someone has with an issue.

McCombs and Shaw- researchers that reformulated and expanded agenda setting theory,
stating "Media not only tell us what to think about, but how to take about it, and consequently, what to think."

Wiley-

Setting the Agenda describes the mass media’s significant and sometimes controversial role in determining which topics are at the centre of public attention and action. Although Walter Lippman captured the essence of the media’s powerful influence early in the last century with his phrase, “the world outside and the pictures in our heads,” a detailed, empirical elaboration of this agenda-setting role of the mass media did not begin until the final quarter of the 20th century. In this comprehensive book, Maxwell McCombs, one of the founding fathers of agenda-setting tradition of research, synthesizes the hundreds of scientific studies carried out on this central role of the mass media in the shaping of public opinion. Across the world, the mass media strongly influences what the pictures of public affairs "in our heads" are about. The mass media also influences the very details of those pictures. In addition to describing this media influence on what we think about and how we think about it, Setting the Agenda also discusses the sources of these media agendas, the psychological explanation for their impact on the public agenda, and the subsequent consequences for attitudes, opinions and behavior.

DIFFUSING INFORMATION AND INNOVATION

Research in a variety of setting shows that mass communication facilities, social interaction and change. Sources may come from different social, economic and educational backgrounds but are accessible through the media.

The media then provide information from sources that would otherwise not be able through interpersonal networks in which "like talks to like". Once people get information from the media , however they enter conversations armed with useful new information.

Diffusion of information and innovation theory-

Diffusion of Innovations is a theory of how, why, and at what rate new ideas and technology spread through cultures. The concept was first studied by the French sociologist (1890) by Gabriel Tarde and by German and Austrian anthropologist Friedrich Ratzel. Its basic epidemiological or internal-influence form was described by H. Eart Pemberton who provided examples of institutional diffusions such as postage stamps or compulsory school laws. The publication of a study of Ryan and Gross on the diffusion of hybrid corn in Iowa was the first sustainably visible contribution in a broader interest in innovations which was especially popularized by the textbook (1962)by Everett Rogers, Diffusion of Innovations. He defines diffusion as "the process by which an innovation is communicated through certain channels over time among the members of a social system.

Characteristics of innovation-or new ideas-as well as characteristics of adopters influence the adoption process. Ideas or innovation are more readily adapted if they are:

1.more advantageous than the current situation.

2. compatible with previous experience and other aspect of situation.

3.simple

4.easily tried

5.observable with readily apparent outcomes.

Innovators- are the first to adopt new ideas followed by early adopters, early majority, late majority and lagards.

* innovators - venturesome, educated, multiple info sources

* early adopters - social leaders, popular, educated

* early majority - deliberate, many informal social contacts

* late majority - skeptical, traditional, lower socio-economic status

* laggards - neighbours and friends are main info sources, fear of debt

Diffusion and adoption process illustrates the impact that mass communication has on interpersonal communication and networks.

DEFINING SOCIAL SUPPORT

Spiral of Silence theory- suggest a phenomenon commonly referred to as "the silent majority".
Individuals who think their opinion conflicts with the opinions of most other people tend to remain silent on an issue. Carried to an extreme, even if a majority actually agree but do not individually recognize social support, their silence and inactivity can lead to erroneous conclusion that not many people support a particular view.

Public opinions arises as individuals collectively discern supports for their views through personal interaction and by attending to the mass media.Individuals observe and assess their social environments estimating the distributions of opinions, evaluating the strength and chances of success for each.

The Spiral of Silence theory is a scientific theory that for the most part is quite sound in situations in which opinions are not of great consequence. For example, if my opinion is a strong conviction and I am unwilling to bend in my beliefs then the theory may not apply to me to such an extent. Also, if I am an opinion leader, (from the Diffusion of Innovations theory) that is I am the one voicing my opinion and affecting other people; then I also may not bend in my opinions either.

The Spiral of Silence is useful to apply in situations when trying to explain why people cover up or change their opinions when in a group setting especially when they think they are alone in their opinions.

For example:

An example to help illustrate the Spiral of Silence theory is a person going out with a new group of people or on a date with someone you do not know very well. When ordering pizza for this theory, I would conform to the mushroom lovers because I feel I am in the minority since I do not like mushrooms and i think everyone else does. Therefore I do not want to be rejected or alone in my opinions.