JOVELYN A. CASTRO

SETTING THE AGENDA

The "Agenda Setting" theory of Mass communication impact on distinguishing between what we think about and what we think. It suggests that mass media can have substantial and important impact on the cognitive level without affecting predisposition. Meaning, mass media has a vital role to bring an impact on what we know about without affecting our opinion and feelings. But, it should be clear that even if media are limited to this one effect, setting the agenda is not an unimportant results.

Mass communication can affect public opinion by raising the salience of issues and positions taken by groups in the news. Furthermore, like Lippmann's theory of mass media effects the agenda- setting theory contributes to the conceptual foundation for public relations mass communication. Being aware of the power of media agenda setting is a key to the strategic managements of public relations communication.

*POTENTIAL CONSEQUENCES OF MEDIA AGENDA SETTING*

1.Media coverage can elevate the public standing of issues, people, organizations, institutions and so fort.

2.Changes in the amount of media attention can lead to changes in public priorities.

3.The more concerned people are about something the more they tend to learn about it.

4.Media coverage can affect the agenda priorities of some specific and important publics such as legislators, regulators and other policy makers.


*TWO CONCEPTS IN AGENDA- SETTING THEORY AND RESEARCH*

1. ISSUE SALIENCE
-> It determines the prominence and penetration the issue has with the audience, or how well it resonates with each public.

2. COGNITIVE PRIMING
-> It describes the personal experience or connection someone has with an issue. Researchers thoughts that a person with little or no personal experience on an issue must rely on the media for information.



DIFFUSING INFORMATION AND INNOVATION

Diffusing information and innovation simply means, spreading of information and innovation. More than setting the agenda, research in a different of setting shows that mass communication facilitates social interaction and changes.

Information may come from variety of sourcces, but are accessible through the media. The media provide information from the sources which will provide the common ground to begin conversation.

In effect, mass media provide information to those who seek it and supply information need for the following interpersonal communication, thereby diffusing information to others.

*IDEAS OR INNOVATION ARE READILY ADOPTED IF THEY ARE...

1.More advantageous than the current situation.
2.Compatible with previous experience and other aspects of the 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
->Fate majority
->Laggards

-Characteristics of the individuals in each of the categories vary with the nature of change being adopted.

DEFINING SOCIAL SUPPORT

Silence and inactivity can lead to the enormous conclusion that not many people support a particular view. Theory of "Spiral silence" can be used. It suggests that a phenomenon commonly refered as 'the silent majority". In here, those individuals who think their opinion of most other people tend to remain silent on an issue. Carried to an extreme, even if a majority actually agree but not individually recognize social support.

Public opinion arises as individuals collectively discern support for their views through personal interaction and by attending to the mass media. Individuals observes and assess their social environments, estimating the distributions of opinions, evaluating the strength and chances of success for each and determining the social sanctions and cost associated with each.

The spiral begins when individuals choose to remain silent or decide to express their views. It continues as to others observes the presence or absence of support for their own views. It gains apparent legitimacy when increasing numbers of individuals translate their observations into either public silence or expression. It is reinforced when the media cover the views being displayed most forcefully and most frequently and do not make an effort to determine the actual distribution of views.