SETTING THE AGENDA
Mass Media plays an important role to the society wherein it provides us the current events in the community we belong. The "Agenda-Setting" theory of Mass Communication explains why individual with same media exposure gives importance on the same issues. We all know that media can affect an individual perception but it is still depends on a person opinion and own understanding. Media just inform us but opinions and feelings(predisposition) are still in the hands of the person whether he will agree or disagree regarding a certain issue.
According to Researchers Maxwell McCombs and Donald Shaw "This impact of the mass media- the ability to effect cognitive change among among individuals, to structure their thinking- has been labeled the agenda-setting function of mass communication. Here may lie the most important effect of mass communication, its ability to mentally order and organize our world for us. In short, the mass media may not be successful in telling us what to think, but they are stunningly successful in telling us what to think about." Here,it pointed out that literally, Mass Media may not force us to believe on their point of view but they have the ability to persuade us on what are the important factors we must think of.
Example:
Clinton Scandal is an example of Agenda-Setting in action. During these historic events, the media was always present. There articles in newspaper, radio program,magazines and even in broadcsting has given a very big importance.Some people believed that Clinton must be impeached but other's think that it's his personal life and must not taken seriously in politics. Maybe media was not successful in telling the Americans what they must think but they made them realize that it is an important issue.
There are two concepts in agenda-setting theory which is useful in Public Relations, first, Issues Salience and second, Cognitive Priming. In issues salience, the people is getting inclined with an issue if it is one of their personal interest. So if an individual care the most about our economic status, thee is a big possibility that he is concerned with the politics and business status. On the other hand, cognitive priming describes the personal experience or connection someone has with an issue. In this, the more they had personal experience regarding a certain issue, the more they are motivated to expose themselves on media coverages.
DIFFUSING INFORMATION AND INNOVATION
Mass media usually informs people about a certain issue particularly those things which is happening in the society they belong. There are instances that what we had learned from media either in print or broadcasting can start conversation with other people. As media provides current events, this newly information can be the topic of the day for some people who will discuss their different perception regarding that issue.
In the Theory of Informatin and Adoption, the characteristics of innovation or new ideas can influence the adoption process of a person. Ideals or innovations are more readily adopted if they are (1) more advantageous than the current situation.- If the issue can provide progress and development. (2)compatible with previous experience and other aspects of the situation.-If the said issue can relate on one's experience and interests. (3)simple.- If it can be easily understand by the people with different life status.
(4)easily tried, and (5)observable with readily apparent outcomes- If the issue is understandable and with positive outcome.
Diffusion and Adoption processes illustrate the impact of an issue based on the interpersonal communication that might occur throughout this issue.
DEFINING SOCIAL SUPPORT
The "Spiral of Silence" also referred as "the silent majority." In this theory, it eplains the behavioral attitude of those individual who tries to keep their opinions and feelings to avoid conflict with the other members of a certain group or organization especially if they have different opinion compare to the majority of the member and If one observes that his idea or opinion are just the same with the majority,they became comfortable in expressing their views.
The spiral begins when someone choose to remain silent or decide to express their thoughts. Public opinions arises when an individual has a greater media exposure which can support their own point of view. Media coverage can help those people to became more aware regarding information which is related to their concern.
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