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Agenda Setting - Essay Example

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The media filters the numerous occurrences in the society on a daily basis thereby determine particular issues to give prominence. Such is a vital function that influences…
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Download file to see previous pages As such, the input of the media in setting the agenda in such circumstances is vita since it helps decipher some of the prevailing political events at the time.
The mass media is more likely to influence the opinions of an electorate during campaigns than the actual politician is. The structure of the media characterized with the various gatekeepers implies that decision of the mass media is informed therefore factual. The electorate therefore relies on the communications from the media. The elite are always more interested in politics that the illiterate in a society because politics of a country influences their wellbeing. Such a group considers the information they obtain from the media. The group relies on the media to initiate debates in social circles. The illiterate on the other hand believe the mass media content which often help them make their own personal decisions. The mass media gives intensified attention to specific issues in the society through repetitive coverage thus ensuring that the public discusses them at various stages.
The article discusses the role of mass communication research in understanding the various effects of the mass media. The media continues to remain a vital section of the society that influences the actions, thoughts and feelings of the public. This implies that media is a vital aspect that does not only inform the public but influences the actions and thoughts of their target audience. By heightening research in the field, the scholar explains that the practitioners in the industry would discover new appropriate ways of ensuring that the media performs its functions effectively without harming the public.
Mass communication research just as in any other discipline serves to develop new knowledge thereby informing the future of the profession. The book suggests specific features of the profession that requires effective research in order to uphold ...Download file to see next pagesRead More
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