MONDAY 2:30-5:30
SETTING THE AGENDA
*This theory of mass communication effects builds on Lipmann's notion of media impact distinguishing between what we think about and what we just think. There's this two differences:(1)cognition, whereas in includes what we know about; and (2)predisposition, which refers to our opinions and feelings.
*Mass Communication can affect public opinions by raising the issues and positions taken by the people and groups on the news.
*There are two concepts in agenda-setting theory and research which are useful in P.R. :
(1) ISSUE SALIENCE > determines the prominence and penetration on the issue with the audience, or how well it resonates with each public.
(2) COGNITIVE PRIMING > describes the personal experience or connection someone has with an issue.
McCombs & Shaw
----> reformulated and expanded agenda-setting theory stating ,
"Media not only tell us what to think about, but how to think about it, and consequently, what to think."
DIFFUSING INFORMATION AND INNOVATION
*It explains how sources may come from different social, economic, and educationalbackgrounds.
*Ideas or innovations are more 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, and; (5) observable with readily apparent outcomes.
*innovators are the first to adopt new ideas, followed by early adopters, early majority, late majority, and laggards.
DEFINING SOCIAL SUPPORT
*SPIRAL OF SILENCE theory suggests a phenomenon commonly reffered to as the silent majority.
-Persuasive message
-Defines socioculturalprocess
-Forms of definitions
-Achieves changes
*This items of the socio cultural model of persuasion suggests that messages presented via the mass media may provide the appearance of consensus regarding orientation and action with respect to a given object or goal of persuasion
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