The use of mass media allows information to be spread quickly to millions of people.
Several theories have developed to model the effect of using mass media to inform the public and shape public opinion. Among those theories are the Uses and Gratifications Theory and the Agenda-Setting Hypothesis.
The Uses and Gratifications Theory is really the only model that grants power to individual audience members. This control allows the audience to choose which messages will be received and acted upon. With the audience holding most of the power, the media becomes highly influenced by their wants and needs.
The Agenda-Setting Hypothesis is seen as the most accurate journal by most journalists. The hypothesis doesn’t tell people what to think, but what to think about. The media doesn’t try to persuade its audiences to think one way or another, but most media outlets carry the same top stories, thus the audience is led to consider what is “most important,” no matter where it looks.
Together these theories form a relationship that makes the audience believe that the media is leaving a message their hands. For example, a PR practitioner could use the Uses and Gratifications Theory to send messages to media they know audiences want or need and then use the Agenda-Setting Hypothesis to have several media outlets to carry out the story.
The role of a PR practitioner is essential in both theories. In the Uses and Gratifications Theory they supply information and messages to the media through the public. In the Agenda-Setting Hypothesis PR practitioners are more behind the media, delivering information and messages to the media, who then delivers the message in turn to the public.
Most messages seen or heard can be traced back to a public relations practitioner. It’s quite a powerful trade if you ask me.
^d
Katie Keane
No comments:
Post a Comment