-JOHN ALMAR B. COLAR-

Setting the Agenda

This theory of mass communication explains why people with similar media exposure place important roles on the same issues. Although different people have different feelings and views about the issue at hand, most people feel the same issues are important. It also tells us how to pick issues which is useful and important.
Example:

The students of a university are going to have a student council campaign. They make plans on what agendas are they going to do and implement to help the university to be a well- organized and well- disciplined as a whole. They choose what things are really important to do and what will be useful. What they do is, they inform the students and the university about their agendas so that they will know what plans they have.

The Agenda-Setting Theory comes from a scientific perspective, because it predicts that if people are exposed to the same media, they will place importance on the same issues. According to Chaffee & Berger’s 1997 criteria for scientific theories, Agenda-Setting is a good theory.

• It has explanatory power because it explains why most people prioritize the same issues as important.
• It has predictive power because it predicts that if people are exposed to the same media, they will feel the same issues are important.
• It is parsimonious because it isn’t complex, and it is easy to understand.
• It can be proven false. If people aren’t exposed to the same media, they won’t feel the same issues are important.
• It’s meta-theoretical assumptions are balanced on the scientific side
• It is a springboard for further research
• It has organizing power because it helps organize existing knowledge of media effects.


Diffusing Information and Innovation

Diffusing information is set of concepts on how we transmit and deliver the message to the receivers or to the public. It is also an act of spreading news information or issues with the use of the different media like radio, television and printed materials. The structure of societies and the relationships between different people have been shaped to a great extent by the flow of information in them.

Communication will be produced by the sources, sender, channel and the receiver. Because of this way or flow of communication, people will get to know current issues and they will be informed. If this will continue, information will spread and deliver to the public.


Example:

There is an issue of a contagious disease that came and spread to the country, so the media is responsible in informing the public about this issue so that people will know about it and they will make ways on how they will prevent it.

Diffusion Of innovation- is all about spreading new information and ideas. It is an idea, practice, or object perceived as new by an individual, group, organization, or other unit of adoption.
Elements of diffusion of innovations
 the innovation
 types of communication channels,
 time or rate of adoption,
 and the social system which frames the innovation decision process.


Defining Social Support

Social support is a network of family, friends, neighbors, and community members that is available in times of need to give psychological, physical, and financial help. In defining social support, people need to have support from other people so that they will do things according to their plans. But, certain problems will occur if there is someone who will disagree with the plans that you made.
Example:

It is normal that sometimes in a group meeting or conversation, there are some people who are not agree with what you think. Because of this, there are some debates or arguments that will happen.

People have different views and opinions, not all people are the same that is why things won’t be in accordance to what you want and what you need because we have different ways of thinking and perceptions on things.




By: John Almar B. Colar
ABMC- 4th yr.
Mon. (2:30- 5:30pm)