We live in a century revolved around Media. Where would we be if social media did not exist? Would we grow faster or slower? When we need answers, we turn directly to our technology. A world of technology may be a blessing and a curse. We have the world at our fingertips but not everyone can handle the convenience. Some people use the advantage and others take full advantage. The agenda setting theory was developed to help understand media and their influences. The spiral of silence theory relates to the agenda setting because it explains majority views. Majority is the audience associated with the media. Being in an advance technology century, the cultivation theory is used to shape majority beliefs. These beliefs are easily shaped because of human nature. The use and gratification theory describes human needs. It is a cycle the media also uses to keep control. The media has a lot of control of society and things may never end. The minority may not have the strength to overpower the way our world has become. The publics excessive use of technology should begin to stop if we want to keep control of our lives.
In life people love news. They love to share their outlook on stories and problems our world face daily. The problem is the media has the advantage of choosing what stories they feel should be spread to the public and become popular. The process of Agenda Setting theory was developed back in 1972. This particular theory is used to influence human thoughts based on what the media presents. There are three scholars associated with this theory. Media agenda, Public agenda and policy agenda. The media agenda affects the public agenda which trickles down and affects the policy agenda. The rules and restrictions of the agenda setting theory are known as the policy agenda. These theories persuade the public to believe what higher power wants them to believe. According to the reading “The Rules of virtual groups” by Walther & Bunz they state “Previous studies on face-to-face(FtF) groups, however, have shown a variety of “formal procedures” that groups may be in-duced to use that enhance their processes and outcomes (Sunwolf&Seibold,1999). Among these are “sets of rules or guidelines which specify how a group should organize its process “to enhance effectiveness and satisfaction.” The rules and restrictions help make it easier for the media agenda. Then the media agenda frame what they want the viewers to conclude. Public agenda plays the role of production. The more outlets displaying a story will create a bigger audience. People will pay attention to the story more because they have seen it several times. These theories are very affective and correlate properly with modern human nature. If a story has the potential to persuade a large audience, then the media will continue to display the same story as often as they can.
You know what they say, “majority always wins.” The spiral of silence theory controls social groups and their beliefs. According to “The end of mass communication” by Steven H “Mass communication as a set of media institutions. A common view of mass communication is as a set of media institutions—the organizations that’s end mediated messages through various channels.” The mass media will follow majority opinions to silence minority beliefs. The fear of isolation will persuade minority beliefs to second guess their opinion. Minority opinions are less likely to speak out which will continue to keep majority focused and encouraged. The medias influence is a primary scholar associated with this theory. Media has a strong ability to persuade the public to have majority beliefs. They may channel out important factors to help guide the publics view. The media will develop phases and create an unbelievable story. A good story will get the people talking. A limited view of reality is their most valuable skill needed to persuade the public. Minorities should not always follow the majority. The majority is usually shaped and not reality.
If there is one thing the media knows how to do, its shape the reality of the mass majority. The cultivation Theory assumes television is a main reliable source the media uses to persuade their audiences. According to “The media of mass communication” by John Vivian, “From its roots as a promotional tool, public relations has grown into a tool for advocacy. This includes lobbying in public-policy debates with government leaders and also mobilizing public opinion.” Making an opinion public can persuade the majority. If the opinion originates from a well-known celebrity, then their fans will most likely follow. With the media having the ability to have stories shown on most networks, they can maximize their audience. With people seeing news everywhere they are more likely to pay more attention to it. It is like an advertisement for news. It will eventually be embedded in a viewer’s subconscious mind. The primary scholars associated with this theory is the ice age analogy, mainstream and the mean world index. The ice age analogy will influence viewers. Heavy streaming will allow media to be mainstream and reach viewers that fall under the mean world index. The audience of the mean world index are the mass media. Our needs and beliefs are a natural part of life.
In life we desire to satisfy our needs. The uses and gratification theory explains how the media can contribute to peoples need for the media. There are five primary scholars associated with this theory. Cognitive needs, affective needs, personal integrative needs, social integrative needs, and tension release needs. Cognitive needs relate to someone’s desire to acquire knowledge. Affective needs are the need to satisfy one’s emotions. Personal needs relate to one’s self-esteem. They may need the media for credibility. The majority of people have social integrative needs. The need to socialize with friends or family. Social media plays a major part with human social integrative needs. Majority of people also practice tension release needs. A daily desire to relax and escape their mind. People may use music or tv to help satisfy their entertainment needs. As a Strategic communication professional, they are able to use this theory to organize media accounts. They are able to target their desired audience. According to “The media of mass communication” by john Vivian “Companies like Google make their money from search ads and cookie-derived placements with a click-through charge. Online click-through mechanisms are unlike print and broadcast media, which charge for the space or time regardless of how many people respond to a message. Internet companies, instead, charge for eyeballs that actually click on a link, which gives a higher level of assurance to whoever is sponsoring the message that it was seen by someone interested in the content.” Targeted audiences will only make it easier to produce specific information to keep their audience engaged. Personally, I was able to use this theory to coach individuals through life. Too much of anything can be bad for you. I had a client who let their social integrative needs slow down their growth. All though we have desires to go on social media, we can not let it take over our days. We have to have a set time. Family gatherings are different but spending hours on social media can be a big distraction. We have to have self-discipline and our days can become longer.
The media has a lot of control of society and things may never end. The minority may not have the strength to overpower the way our world has become. The publics excessive use of technology should begin to stop if we want control of our lives. One bad habit can contribute to a life suffering. The way technology is advancing the media is practically sitting in our rooms. Watching what we search. Watching our reactions. Every online gesture is monitored by the media. The cycle will continue and at a fast rate. The agenda setting theory will continue to influence our thoughts. Shape our beliefs, as we conversate in our daily lives. The spiral of silence theory will continue to scare the minority. Keep the minority silent to help persuade the majority beliefs. The cultivation theory will continue to lead through large platforms like the television. The mass media is easy to reach which makes it easy to persuade. As long as we search to fulfill our desires, the media will find a way to get into our minds. The use and gratification theory can keep us aware and help us monitor our intake. The media is in control of their data, but we are in control of our decisions.
Citations
The Rules of Virtual Groups: Trust, Liking, and Performance in Computer‐Mediated Communication
Joseph B. Walther Ulla Bunz
First published: 06 February 2006
The End of Mass Communication?
Steven H. Chaffee &Miriam J. Metzger
Pages 365-379 | Published online: 17 Nov 2009
Vivian, John.
The Media Mass of Communication. 11th ed., vol. 11, Pearson, 2013.
