Tuesday, May 18, 2010
APPRECIATION
Thanks to Google for the research. I'm really grateful and those who had their works on the site which enabled me to get access to more information, i also appreciate that. thanks to you all and especially those commenting on my blog. God richly bless you all.
Monday, May 10, 2010
comparing and contrasting agenda setting and uses and gratification theory
Agenda setting and the uses and gratifications theory are two completely different ideas when looked at separately. However, when applied together, they both can be utilized as two intertwining functions of communication, and work as a team to successfully target audiences in that sense.
The uses and gratifications theory says that consumers use media to achieve and satisfy specific fulfillment needs. It looks at why people use media and what, exactly, they use it for. The four primary categories for which people make use of media in uses and gratification are: diversion, personal relationships, personal identity and surveillance. This theory regards people as active media users rather than passive, and it explains why audiences choose to be subjected to the media that they select.
Agenda setting is the theory that explains the influence that mass-media has on its audience, considering what the public prioritizes as “news-worthy”, and what media they direct their attention to. It’s the variable degrees of attention the mass media gives to certain ideas, issues or themes, which in turn lends them more or less significance. The news media is thus able to create public awareness and concern of salient issues. This theory has tremendous explanatory power because it explains what issues the public sees as important and predictive power because it realizes that people will lend importance to certain issues, if exposed to the same media.
Agenda setting can be used as a jumping off point for consumer research, which can be aid in the applied use of the uses and gratifications theory. By knowing your audiences “agenda”, an organization is able to create appropriate messages that their audience will congregate to, and what specific needs they seek to have satisfied. The uses and gratifications theory largely depends on research of what the consumers’ needs are, and how consumers apply them. This is especially important in agenda setting because this tactic relies on knowledge of what the public considers important, and what gratifications they are seeking to have satisfied. When applying agenda setting to the uses and gratifications theory, an organization is able to effectively direct their efforts to their audience’s specific needs, and thus create a successful mass communication message.
The uses and gratifications theory says that consumers use media to achieve and satisfy specific fulfillment needs. It looks at why people use media and what, exactly, they use it for. The four primary categories for which people make use of media in uses and gratification are: diversion, personal relationships, personal identity and surveillance. This theory regards people as active media users rather than passive, and it explains why audiences choose to be subjected to the media that they select.
Agenda setting is the theory that explains the influence that mass-media has on its audience, considering what the public prioritizes as “news-worthy”, and what media they direct their attention to. It’s the variable degrees of attention the mass media gives to certain ideas, issues or themes, which in turn lends them more or less significance. The news media is thus able to create public awareness and concern of salient issues. This theory has tremendous explanatory power because it explains what issues the public sees as important and predictive power because it realizes that people will lend importance to certain issues, if exposed to the same media.
Agenda setting can be used as a jumping off point for consumer research, which can be aid in the applied use of the uses and gratifications theory. By knowing your audiences “agenda”, an organization is able to create appropriate messages that their audience will congregate to, and what specific needs they seek to have satisfied. The uses and gratifications theory largely depends on research of what the consumers’ needs are, and how consumers apply them. This is especially important in agenda setting because this tactic relies on knowledge of what the public considers important, and what gratifications they are seeking to have satisfied. When applying agenda setting to the uses and gratifications theory, an organization is able to effectively direct their efforts to their audience’s specific needs, and thus create a successful mass communication message.
Saturday, May 8, 2010
USES AND GRATIFICATION
One influential tradition in media research is referred to as 'uses and gratifications'. This approach focuses on why people use particular media rather than on content. In contrast to the concern of the 'media effects' tradition with 'what media do to people. uses & Gratification (U and G) can be seen as part of a broader trend amongst media researchers which is more concerned with 'what people do with media', allowing for a variety of responses and interpretations. However, some commentators have argued that gratifications could also be seen as effects. U and G helps audience to find out about relevant events and conditions in immediate surroundings, society and the world,seeking advice on practical matters or opinion and decision choices, satisfying curiosity and general interest,learning; self-education
and gaining a sense of security through knowledge
SURVEILLANCE
It is true that under surveillance, we derive knowledge from media content. But over exposure to the media could make us learn wrong things. For instance watching or listening to programs that has sex and violent pictures in them. Although the media reaffirms one's identity through its contents, it also leads one wrongly. Watching a character bearing the same behavior as u could be worsen if this behavior is bad. Because by watching and listening to programs we aspire to be like the characters whom we find ourselves in. There is also no doubt that watching and listening to media programs could relief you of your problems like films and music. As one watches or listens to get rid of a problem you realizes that the thing you are trying to rid yourself of are being repeated in that program. The media media content as a stimulant for conversation will not allow one have the appropriate effect of a program, since one's idea on a program differs from another. The surveillance need is based around the idea that people feel better having the feeling that they know what is going on in the world around them. One of the genres this is often applied to is news. By watching or reading about news we learn about what is happening in the world, and as the news is usually bad news, this knowledge leaves us feeling more secure about the safety of our own lives. This idea might seem a bit strange, that the more we know about tragedies the safer we feel, but sociologists argue that ignorance is seen as a source of danger, and so the more knowledge we have the safer we feel. When looking at the news it's easy to spot news items that give us this reaction.
U AND G
The theory have some limitations,such as its highly individualistic nature.It only takes into account the individual psychological gratification derived from individual media use.The social context of the media use is ignored.For example the environment as well as the state of the media user.
Despite the wide range of choices available to users,they have no control over the media and what it produces.What they consume is solely prepared by gatekeepers and may include their influences and perception.These gatekeepers add to,subtract from and organize issues,subjects and stories devoid of the control from the users.
With reference to the uses and gratification theory, the audience of the media create their own meanings of the messages and contents of the media. And the meanings they create out of this messages at times could be wrong due to emotions and this can lead to a long lasting negative effect on the audience since they are always consumers of the messages put across by the media.
One can also talk of how in dominant and powerless the media is as perceived by the direct effect theory. The media under the uses and gratification theory tend to competes with other forms of communication for selection, attention and use to gratify the audience needs and want. These are indeed some weaknesses of the uses and gratification theory.
and gaining a sense of security through knowledge
SURVEILLANCE
It is true that under surveillance, we derive knowledge from media content. But over exposure to the media could make us learn wrong things. For instance watching or listening to programs that has sex and violent pictures in them. Although the media reaffirms one's identity through its contents, it also leads one wrongly. Watching a character bearing the same behavior as u could be worsen if this behavior is bad. Because by watching and listening to programs we aspire to be like the characters whom we find ourselves in. There is also no doubt that watching and listening to media programs could relief you of your problems like films and music. As one watches or listens to get rid of a problem you realizes that the thing you are trying to rid yourself of are being repeated in that program. The media media content as a stimulant for conversation will not allow one have the appropriate effect of a program, since one's idea on a program differs from another. The surveillance need is based around the idea that people feel better having the feeling that they know what is going on in the world around them. One of the genres this is often applied to is news. By watching or reading about news we learn about what is happening in the world, and as the news is usually bad news, this knowledge leaves us feeling more secure about the safety of our own lives. This idea might seem a bit strange, that the more we know about tragedies the safer we feel, but sociologists argue that ignorance is seen as a source of danger, and so the more knowledge we have the safer we feel. When looking at the news it's easy to spot news items that give us this reaction.
U AND G
The theory have some limitations,such as its highly individualistic nature.It only takes into account the individual psychological gratification derived from individual media use.The social context of the media use is ignored.For example the environment as well as the state of the media user.
Despite the wide range of choices available to users,they have no control over the media and what it produces.What they consume is solely prepared by gatekeepers and may include their influences and perception.These gatekeepers add to,subtract from and organize issues,subjects and stories devoid of the control from the users.
With reference to the uses and gratification theory, the audience of the media create their own meanings of the messages and contents of the media. And the meanings they create out of this messages at times could be wrong due to emotions and this can lead to a long lasting negative effect on the audience since they are always consumers of the messages put across by the media.
One can also talk of how in dominant and powerless the media is as perceived by the direct effect theory. The media under the uses and gratification theory tend to competes with other forms of communication for selection, attention and use to gratify the audience needs and want. These are indeed some weaknesses of the uses and gratification theory.
It has explanatory power because it explains why most people prioritize the same issues as important. It also has predictive power because it predicts that if people are exposed to the same media, they will feel the same issues are important. Its meta-theoretical assumptions are balanced on the scientific side and it lays groundwork for further research. Furthermore, it has organizing power because it helps organize existing knowledge of media effects.
There are also limitations, such as media users may not be as ideal as the theory assumes. People may not be well-informed, deeply engaged in public affairs, thoughtful and skeptical. Instead, they may pay only casual and intermittent attention to public affairs and remain ignorant of the details. For people who have made up their minds, the effect is weakened. News media cannot create or conceal problems, they may only alter the awareness, priorities and salience people attached to a set of problems. Research has largely been inconclusive in establishing a causal relationship between public salience and media coverage.
There are also limitations, such as media users may not be as ideal as the theory assumes. People may not be well-informed, deeply engaged in public affairs, thoughtful and skeptical. Instead, they may pay only casual and intermittent attention to public affairs and remain ignorant of the details. For people who have made up their minds, the effect is weakened. News media cannot create or conceal problems, they may only alter the awareness, priorities and salience people attached to a set of problems. Research has largely been inconclusive in establishing a causal relationship between public salience and media coverage.
Media Tenor compares the relationship between Reality and the Media's selection of Reality and the influence of these on Public perception. Its applied Agenda Setting research has proven that media shapes peoples' minds, especially those with no direct connection to newsworthy events. Consequently, topics not discussed in the media have proven to be irrelevant or less relevant to the public.
Agenda Setting Theory
According to the agenda-setting theory, first developed by Prof. Maxwell McCombs and Prof. Donald Shaw in their Chapel Hill study (1968), mass media sets the agenda for public opinion by highlighting certain issues. In studying the way political campaigns were covered in the media, Shaw and McCombs found that the main effect of the news media was to set an agenda, i.e. to tell people not what to think, but what to think about as opposed to persuasion or attitude change. Agenda setting is usually referred to as a function of mass media and not a theory (McCombs & Shaw, 1972).
According to the agenda-setting theory, first developed by Prof. Maxwell McCombs and Prof. Donald Shaw in their Chapel Hill study (1968), mass media sets the agenda for public opinion by highlighting certain issues. In studying the way political campaigns were covered in the media, Shaw and McCombs found that the main effect of the news media was to set an agenda, i.e. to tell people not what to think, but what to think about as opposed to persuasion or attitude change. Agenda setting is usually referred to as a function of mass media and not a theory (McCombs & Shaw, 1972).
the mass media is a huge phenomenon. Through the various different platforms, print or broadcast, the media is able to reach millions of people like no other force. Without the media, powerful speeches by politicians would affect no one, local events would remain local, and performances by great actors would be seen only by the people in the immediate audience. The media overcomes distances, and builds a direct relationship with the audience. Many sociologists have attempted to explore what effects this has on society, and how the media fits in to our social network. Through many programmes of research, including focus groups, surveys, questionnaires, clinical studies and plain hypothesising, a number of models describing the media's relationship with audiences have been drawn up.
happy mothers' day
MOTHERS’ DAY
A mother who cares
A mother who loves
A mother who shares
A mother who gives
That’s how are mothers are
Keeping us in their uterus for nine good months
Delivering us through pain. Some live and others die
Though others neglect their children, most of them with care genuinely cater for them
If time is due to celebrate them, then I would not hesitate to proceed.
I use this opportunity to congratulate our lovely mothers as well as mother Ghana
May they live to enjoy the fruit of their labor. God bless you mothers.
HAPPY MOTHERS’ DAY
JOSEPHINE ARABA AIDOO
GHANA INSTITUTE OF JOURNALISM
ACCRA
A mother who cares
A mother who loves
A mother who shares
A mother who gives
That’s how are mothers are
Keeping us in their uterus for nine good months
Delivering us through pain. Some live and others die
Though others neglect their children, most of them with care genuinely cater for them
If time is due to celebrate them, then I would not hesitate to proceed.
I use this opportunity to congratulate our lovely mothers as well as mother Ghana
May they live to enjoy the fruit of their labor. God bless you mothers.
HAPPY MOTHERS’ DAY
JOSEPHINE ARABA AIDOO
GHANA INSTITUTE OF JOURNALISM
ACCRA
Thursday, May 6, 2010
something under strenths and weaknesses of agenda setting theory before researching into details
Strengths And Weaknesses Of Theory
It has explanatory power because it explains why most people prioritize the same issues as important. It also has predictive power because it predicts that if people are exposed to the same media, they will feel the same issues are important. Its meta-theoretical assumptions are balanced on the scientific side and it lays groundwork for further research. Furthermore, it has organizing power because it helps organize existing knowledge of media effects.
There are also limitations, such as media users may not be as ideal as the theory assumes. People may not be well-informed, deeply engaged in public affairs, thoughtful and skeptical. Instead, they may pay only casual and intermittent attention to public affairs and remain ignorant of the details. For people who have made up their minds, the effect is weakened. News media cannot create or conceal problems; they may only alter the awareness, priorities and salience people attached to a set of problems. Research has largely been inconclusive in establishing a causal relationship between public salience and media coverage.
It has explanatory power because it explains why most people prioritize the same issues as important. It also has predictive power because it predicts that if people are exposed to the same media, they will feel the same issues are important. Its meta-theoretical assumptions are balanced on the scientific side and it lays groundwork for further research. Furthermore, it has organizing power because it helps organize existing knowledge of media effects.
There are also limitations, such as media users may not be as ideal as the theory assumes. People may not be well-informed, deeply engaged in public affairs, thoughtful and skeptical. Instead, they may pay only casual and intermittent attention to public affairs and remain ignorant of the details. For people who have made up their minds, the effect is weakened. News media cannot create or conceal problems; they may only alter the awareness, priorities and salience people attached to a set of problems. Research has largely been inconclusive in establishing a causal relationship between public salience and media coverage.
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