Mass Communication Theory

Mass Communication Theory

Introduction

Today, we can see several and rapid changes taking place in media environment. Only some decades ago, most people did not have an idea of internet or multimedia. However, today, we have moved rapidly into a new user active multimedia communication environment. One of the significant changes brought by new technologies is mass communication. Mass communication is the study of how entities and individual relay on information through mass media to large segment of population at the same time. Mass communication is a term that includes all the types of media such as television, magazines, radio, online newspapers, etc (McCombs & Reynolds, 2002). In order to better understand the processes of mass communication, communication researchers have identified many theories of mass communication as these theories help us better understand, predict, and control the outcomes of mass communication effort. There are various theories of mass communication such as: Adaptive Structuration theory, Cognitive Dissonance theory, Cultivation theory, the spiral of silence, Agenda setting theory, Media ecology etc. In this paper, we are going to discuss Agenda setting theory and apply this theory on one of the famous program Larry King Live.

Agenda Setting Theory

According to Agenda Setting theory, when media concentrate on certain subject, or issues, public perceive those issues as the most significant issues compared to other issues of the world, society, or community. This theory hypothesize that media has the power to tell people what are significant issues faced by today's society and to influence public discourse (John, 2005). According to this theory, the media does not tell the public what to think or say about a particular subject of today (e.g., what position to take on a political issue or which candidate to support in the elections), but set the hearings on matters to think, review and debate about (e.g., what issues are important and which candidates are viable).

One of the main services provided by Media to audience is monitoring of the environment to determine what events are happening in the world and considered as relevant and appropriate to the knowledge of the audience (Fico, 2001). The media agenda directs public attention to certain political issues. Thus, the media strongly influence the relevance of political issues, people or debates. The media tell the public what is important. The theory of the Agenda-setting conceptualized this order of political issues perceived by the public as the ...