Reference no: EM132348354

For M4:1, dealing with chapters 12-14, please do the following:

Agenda setting theory

Agenda Setting Theory is the process by those who manage news presentation select media content and then design an agenda format in order to present them to audiences. This theory is attributed to Maxwell McCombs and Donald Shaw when they published a research article in 1972. They found in their study that was emphasized by the press and placed in prominent positions were regarded as more important by audiences. Years later, this study was referred to as the agenda-setting hypothesis and then it was called Agenda-Setting Theory of the Press. This theory has been undertaken by many investigators to study the ways in which the press emphasized certain kinds of issues.

The two-step flow of communication theory
The two-step flow of communication theory states that the process of oral transmission of the news is almost always a secondary flow of information that takes place after the basic information. This process is a two-stage one with the initial release od the news story in mass media followed by a word-of-mouth diffusion spreading a basic summary to those who have not yet learned about it. The theory, in other words, affirms that information was given by the media moves in two-stages, the interpersonal flow of messages, from a limited number of those attending closely to the media to others in the society became clearly apparent. Thus, most people receive information from interpersonal communication rather than from mass media.

This interpersonal process initiated by the sociologists Paul Lazarsfeld, Bernard Berelson and Hazel Gaude when they decided to conduct a study about the voters' decisions made by the political campaign messages that those media transmitted. They decided to publish the research report as a book, The People's Choice, in 1944. "These reports described in detail the objectives, research methods, findings, and their implications for understanding for understanding how voters made their decisions during a presidential election campaign". (DeFleur, p.173)

They revealed two sets of findings. How the media influence on the vote decisions of various categories of people and the other is that one of the main sources of information people received was other people.

c) Uses for gratification theory, using the text/additional readings.

Uses and gratification theory seeks to explain why the audience actively selects the content to which they want to be exposed. This means that the theory tries to understand why audiences sought out particular types of news stories, magazine articles, books, radio programs, and films, that provide them various kind of satisfaction or personal fulfillment for their personal needs, ignoring other available content. This theory has some origins with the term perspective, but only in the 1970s came to the uses and gratification research traditions. Jay Blumer and Elihu Katz edited a book titled The Uses of Mass Communication: Current Perspectives on Gratifications Research. "Within this volume, Katz, Blumer, and Gurevitch set forth in an essay what they termed a uses and gratifications "model", noting that no formal theory in the sense of systematic propositions stating assumptions and predictions had yet been developed". (DeFleur, p.189)

Then in 1985s a second edited volume, title Media Gratifications Research: Current Perspective, reported the types of uses and gratifications obtained from the media was published by Karl Rosengren and his associates. Here is when it is called a theory.

2) Which theory do you feel applies most accurately to your relationship with various forms of mass media?

Uses and gratification theory of communication. This theory that explains how people use media to get satisfaction and gratification is the most accurate to me. Today, we have access to any kind of mass media. People get information, entertainment, knowledge, and interaction or interpersonal communication. We can decide which TV program watch, which social media use, or which newspaper read. For example, when I feel bored I turn on my TV and login into my Netflix account t watch a movie or an episode that I find interesting. Another example is when people prefer to use Instagram rather than Facebook.

Based in gatekeeping and agenda setting theory explain the news values of a story.

Exist someways to identify what audience are interest in, based on the arguments given above, our question is if you were editor how will you select the most important topics without ignoring some significant issues. And what process will you implement to do so.

Attachment:- Communication theory.rar