explaining the role payed by mass media in happing public opinion in relation to the emergence of trends
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explaining the role payed by mass media in happing public opinion in relation to the emergence of trends
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The role of media is bigger than it has ever been. The best part is that media is still growing and influencing our lives as the days go by. The media plays a central role in informing the public about what happens in the world. People rely on media such as television, the press and online to get news and updates. Anyone can now find out almost anything they want to know by the click of a button on their smartphone or tablet. However, with how intoxicating the media is today, it does tend to have the power to shape public opinion, especially over major topics such as education and religion.
The role of the media is to transmit the reality and uncover the underlying facts of things. Changing the mentality of the people through media to be more permissive, understanding and educative is a very difficult task. Audiences form their beliefs and attitudes, either by themselves or with others, in response to media messages. The level of influence of media varies, however, and messages from the media are not received uniformly by all audiences.
Direct experience, knowledge from other sources and logic are a few factors that contribute to the degree to which audiences accept or reject messages from the media. The media has a massive responsibility in providing factual coverage that does not perpetuate myths or stereotypes, encourage generalizations or spread misinformation.
The agenda-setting theory is the primary emphasis on shaping public opinion. Pertaining to the news, there has been a phenomenal nationwide decrease in local news networks and papers and an increase in national news networks and papers. If a news item is covered more frequently, especially on national news, the audience will regard the issue as more important.
According to Lumen Learning, “Two basic assumptions underlie most research on agenda-setting: One, that the press and the media do not reflect reality, they filter and shape it; and two, that media concentration on a few issues and subjects leads the public to perceive those issues as more important than other issues.” Agenda-setting occurs through a cognitive process known as “accessibility.”
Explanation:
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