Mass Communication and Theories
November 3, 2014
Within Mass Communications, there are multiple theories that are presented. Two of the theories are the Cultivation Theory, and The Agenda-Setting Theory. I enjoy this area because these theories lie under media effects. Media effects expands our behavior whether its positive or negative, and has a huge impact on how people become. The media has become a huge part of society and how people live today. There are many forms of media, but these theories specifically talk mainly about television. People start at such a young age watching television and it affects how they are raised and how they percieve ...view middle of the document...
The third prong, which is the cultivation analysis. This is where the evidence and support takes place of all the research, and saying that what people are watching go hand in hand with their behavior.
The second theory is the Agenda-Setting Theory. This theory describes the ability to influence audiences and the public with the media. This helps show how people prioritze what is important when it comes to media. For example, when something is covered multiple times on the news, people are more likely to take interest in it. Many people think that this story is mentioned frequently in the news because there is that much to say about it, but instead, the article is covered many times to emphasize more importance to it. This was developed by Dr. Max McCombs and Dr. Donald Shaw during a presidential election. This helped audiences find what stands out to them, and helped the presidents in running make for better stories. There are three different types of agenda-setting. The first type is public agenda setting, which the public's agenda is dependent. The second type of agenda-setting is media agenda setting in which the media is the dependent. This is also known as agenda building. The last type of agenda setting is policy agenda setting, which policy makers are treates as dependents. Griffin shares that interest aggregations are becoming “increasaingly adept at creatig news that must be reported” (pg. 386). Some news stories are not worthly enough of being front page on the Sunday paper, but reporters need to find a way to report the story while showing interest in
their public. On another hand, other stories blow away all the other stories because they are so nteresting or important in today's world/society.
These two theories of communication are similar in the sense that both have to do with media and how the public views/percieves it. The first theory, cultivation theory, shares more on how today's people will follow what the media says and does, even when it is not right. The second theory, on the other hand, explains how the media tries to persuade/emphasize certain things to create an interest for
their audience. These two are related in the sense of the media tries really hard to lure people in to watching/listening/reading what they have to say, and in result, the audience listens to it and follows it.
The idea that people obtain a majority of their media through television makes this theory important. It is assumed that on average people spend about 21 hours of their time watching television, per week, which translates into approximately 9 years of someones life. Kids are more susceptible to what is being shown on television, which is the basis of this theory. Cultivation theory propses the following assumptions: television media is more infleuncial than other forms of mass media, television shapes people's attitudes and beliefs about society and other individuals, television...