VIRTUDAZO, RAZIEL B.

Commelect2 M 2:30-5:30p

August 10, 2009

SETTING THE AGENDA

Agenda Setting Theory has a very powerful effect in influencing public opinion through the use of mass media. This theory suggests that mass media can have substantial and important impact on the cognitive level (what we know about) without affecting predisposition (our feelings and opinions).

Researchers thought that a person with little or no personal experience on an issue rely on the media for information. Thus, being exposed through media coverage enhances the agenda setting effects. On the same matter, Issue salience determines the prominence and penetration the issue has with the audience. It is true that the more interesting the issue is, the more the public will pay attention and give priority to it. This interpersonal communication also enhances the agenda-setting effect of the media.

Imagine how powerful media to the lives of every individual. Through media coverage, (1) public standing towards an issue, people, organizations and institutions can be elevated (2) changes in the amount of media attention can lead to changes in public priorities (3) it affects the agenda priorities of some specific and important public. Just like in many other cases, the more concerned people are about something, the more they tend to take actions on it.

Being aware of the power of media agenda setting is a key to the strategic management of public relations communication. Having this knowledge, is a great advantage of a company like for instance. If an organization has planned carefully and strategically their own issues in regard to the media agenda, the more they can save their image, money and resources before it came to worst.

"Media not only tell us what to think about, but how to think about it, and consequently what to think" - McCombs and Shaw.

DIFFUSING INFORMATION AND INNOVATION

With regards to the setting the agenda theory, diffusing information and innovation then follows. It only shows that mass communication facilitates social interactions and changes.

We get information and latest news through other people and from their own personal experiences. And because of the advent of new technology, people learned to update themselves through watching television, listening to radio, reading newspaper and surfing internet as one of the fastest way of reaching a certain event or happening. These said media serve as the people's sources of news in their everyday living. Thus, these also help the people in engaging to a conversation towards others.

Once an individual get information through the media, it then tends to open a conversation with useful new information from it. Like for instance, i would like to share this conversation I had with my friends happened a couple of weeks ago..

Carrizza, Jovelyn and I, while waiting for our next class..

RAZIEL: Sis! I heard from the radio that SM will going to have a grand Big sale this coming July 29,30&31. They will be giving big discounts!

CARRIZA: OMG! Really? Lets go there! I'm so excited to have new clothes and shoes without spending too much from my money.

JOVELYN: Wait girls! Looking for cheap clothes and shoes? Why don't you try to go to Divisoria? Everything you need are three times cheaper there compared to the mall.

This simple example simply explains the diffusion of information and innovation theory. Diffusion of information in a sense that from receiving an information coming from the radio, I opened a conversation with my friends and started to share the information to them. And from that current situation, a new idea came along when Jovelyn opened the "Divisoria" thing. This now falls with the innovation of new ideas.

These new ideas are more readily adopted if they are (1) more advantageous than the current situation (2) compatible with the previous experience and other aspects of the situation (3) simple (4) easily tried and (5) observable with readily apparent outcomes.

As a whole, diffusion and adaptation process illustrate how mass and interpersonal communication0n interact in social systems and in social changes.

DEFINING SOCIAL SUPPORT

How do we define social support? In the case of Public Relations, mass communication plays a key role in redefining socially accepted expression and behavior of the public.

As we all know, public is composed of different individuals with different points of view and perceptions. Individuals who think their opinions conflict with the opinions of most other people, tend to remain silent on an issue and just agreed without recognizing social support. This is commonly referred to as "the Silent Majority". On the contrary, individuals who are personally interacting and expressing their views with each other are the ones that gain social support.

Through the use of media, public opinion arises. For media coverage can reflect, enforce or challenge the spiral of silence effect on public opinion. Let me give you an example: Like for instance, a politician who is running for this coming election had his publicity on media. Wether there is social approval or disapproval coming from the public, the politician should expect to get different reactions and feedback from his target audience. Some might agreed upon his promises and accomplishments, some might disagree and some of them might just ignore the said publicity. In this way, the politician would be able to know his social status as well as the level of the social support he is gaining from the public. For public is the most important element in public relations.

A simple individual views on a particular issue essentials in defining social support. Once a public starts to discuss their commonness towards a one specific issue, it will lead to what we call "Agreement" in which social support starts to increase.