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Presentation over Introduction to Media Studies
Students explore theories that explain how communication influences our perspective of others, the world and ourselves. By examining media messages from journalism, entertainment and advertising, students explore how the media create meaning and how technology shapes the ways we communicate. Students will use the theories discussed to analyze excerpts from TV shows, films, news media and digital media.
Have you ever imagined a world without a means of communication? What will become ofus if we live our everyday lives without knowing what happens beyond our scope or surroundings? These questions will help us appreciate the importance and relevance of th mass media and its related theories. The mass media makes communication possible by providing communication means in the form of; radio, television, magazines, and newspapers, including the people involved in their production. Communication.
There are several theories that seek to explain the flow of communication and its effects on both the sender and receiver.
Today, I will be talking about three source theories: Agenda setting, gatekeeping, and hegemony. I will also be talking about three audience theories: uses and gratifications, cultivation analysis, and hypodermic syringe theory.
AGENDA SETTING THEORY
Agenda-setting theory was formally developed by Max McCombs and Donald Shaw in a study on the 1968 American presidential election. The media effectively decides which issues will be on the agenda, and then brings them to attention of the public through recurring news coverage.. The media gives repeated attention to an issue, causing an increase in the public salience of that issue. This transference is known as the first level of agenda-setting. However, a second level of agenda-setting also formed as the theory further developed. There is not only a transfer of issue salience but also a transfer of issue characteristic salience (Denham, 2010). The media promotes certain aspects of the issues more than others, making them more important to the public.
The power of the agenda is on making public attention focus mainly on a few key public issues, hence, agenda is an immense and well-documented influence. Not only do people acquire factual information about public affairs from the news media, readers and viewers also learn how much importance to attach to a topic on the basis of the emphasis placed on it in the news.
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