MEA FRANCE C. ROADIEL

SETTING THE AGENDA

As a mass communication student dealing with the Public relations in setting the agenda, it is important to know about on how the media distinguish of what we think about and what we think according to Lipmann’s notion of media. For the explanation of this on what we know about or the knowledge that we have, on the other hand, it refers to the opinions and feelings. Agenda setting suggests that mass media can have substantial and important impact on the cognitive level without affecting predisposition. Setting the agenda is not a trivial consequence but it has significance.

The potential consequences of media agenda setting. Media coverage can elevate the public standing of issues, people, organizations, institutions and so forth by telling the public or giving the public the good information in such matter. Changes in the amount of media attention can lead to changes in public priorities .

The more concerned people are about something, the more they tend to take action on it, in short media have an intense to do for the public. Media coverage can affect the agenda priorities of some specific and important publics, such as legislators, regulators, and other policy makers.

Mass communication can affect public opinion by raising the salience of issues and positions taken by people and groups in the news.

For public relations practitioners getting an issue onto the media agenda can be a good thing or a bad thing.

Being aware of the power of media agenda setting is a key to the strategic management of public relations communication.

DIFFUSING INFORMATION AND INNOVATION

In Mass Communication social interaction must show to other people and make change about the information that the media gathered and spreading it out to the public . Sources may come from differential social, economic, and educational backgrounds but are accessible through the media. The media provide information from different sources mostly from the different medium of media like news, radio, television and etc. What we learn from our study in mass media often determines about on how we can communicate to others and on what we talk about with others, having a knowledge to the information that we intended to share to be able to begin conversation. Mass media provide information to those who’s needed such information and giving information for subsequent interpersonal communication, thereby diffusing information to others.

There are theories that explain the process of diffusion of information and innovation. Characteristics of innovation-or new ideas- as well as characteristics of the adopters influence the adoption process. Ideas or innovations are more readily adopted if they are more advantageous than the current situation, compatible with the previous experience and other aspects of the situation, simple, easily tried and observable with readily apparent outcomes. Innovators are the first to adopt news ideas, followed by early adopters, early majority, late majority laggards.

DEFINING SOCIAL SUPPORT

Each of us have an opinion to an issue that the media gather and they inform it to the public, but sometimes we have an opinion regarding to the issue but we have no strength to share it to the other because we think that it may conflict to the other’s opinion so we tend to remain silent to an issue and because of this “Spiral of silence’ theory suggests a phenomenon commonly referred to as “the silent majority”. That even most of all agree to your opinion but do not individually recognize social support, their silence and immobility can lead to the invalid conclusion that not many people support a particular view. Its important to break the spiral of silence to be able to express your self to the public and the public would understand your opinion or your reaction regarding to the issue.

Mass Communication plays a key role in redefining socially accepted expression and behavior.