Vanessa S.Delibo-abmc4a

Posted by: Vanessa S.Delibo
MW 2:30-5:30pm


Setting the Agenda
There are two distinct public possesses, one is cognition includes what we know about and second, predisposition that simply describing about our feeling and opinions. Media can give info without changing the viewer’s predisposition but what media gives to the public is what the public digest. In here, Mass communication gives impact to the public in the manner of an issue. Media can elevate the public standing of issues, influence the public priorities, and focus into different agendas digest by the people. Media serves as the information medicine taken by the public and taking its effect.
Practitioners who practice setting an agenda will be aware of the power of media and can make a better and strategic management in public relations.
Two concepts in Agenda setting;
a. Issue Salience
b. Cognitive priming
The difference of the two is that in Issue salience the people relates to an issue and cares much of it and determines the prominence and penetration the issue has with the audience while Cognitive priming describes te personal experience or connection someone with an issue.











Diffusing information and Innovation




It is important that public gathers information from where it is possible. Spreading of an idea or info affects largely the public and it is commonly known as “diffusion”. Once one gets the info he/she can pass the message until the message reach different areas and scatter everywhere.
The biggest operation of spreading the message is through media. It is very powerful and persuasive. The dissemination happens after the media catches info from various sources after which is delivering to public. Innovation takes place when a person adopted situation and pass it affected by the ff. factors; 1. More advantageous than the current situation 2. Compatible with the previous experience and the other aspect of the situation 3. Simple 4. Easily tried and 5. Observable with readily apparent outcomes. It is simply the innovators are the first to adopt new ideas processed to others who have different characteristics. Diffusing info and innovation shows how the mass communication gives great influence in the lives of public and can facilitate interaction and change.
Defining Social Support
Public opinion is a very essential factor regarding to an appealing issue. But not all aspect gives the same result when it comes to public opinion. Individual perception when show and meet other’s perception that happens to be the same can result into collective thinking. There are some people who avoid the manner of being expressive because they think that their opinion conflicts with the opinion of the majority. In the”Spiral of Silence theory” some tend to remain silent on an issue and keep it to themselves. Media plays a key role for bringing out such type of public to redefine socially accepted expression and behavior. The socio-cultural model of communication effects 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.