We live today in an era that is being transformed by powerful new-media, by communicating satellites encircling the globe while computer-based invades our homes, In the Information (Innovation) diffusion Theory, we embedded the principles of communication channel the means by which messages get from one individual to another and the actively and passively involved individuals or audiences in which using the media do directly influence the people who adapt an innovation early.
Through the audience, the picture of the role of the media going to the Theory of Media dependency we embedded the core principles proposes an integral relationship among audiences, media and the larger social system.
This theory predicts that you depend on media information to meet certain needs and achieve certain goals of social system (degree of stability varies) in connection to media system (number and centrality of information varies) but One’s needs are not always strictly personal but may be shaped by the culture or by various social conditions. In other words, individuals’ needs, motives, and uses of media are dependent on outside factors that may not be in the individuals’ control. These outside factors act as limit on what and how media can be used.
Going down to public perception of reality and media’s reality we embedded from the Agenda-setting Theory, as a researcher of this prelim paper we grounded these two principle in the quotation “Return to a powerful effects perspective on media” (Noelle-Neumann, 1973), in point out that there is still no convincing evidence that media have the power to change attitudes on the large scale, especially if these attitudes are well establish with strong emotions, but media cant cause instant new conversation of vast audiences into ideologies or beliefs with this, The Agenda-Setting Theory expands and extends to cover a set of culture-centered theories it states that media do tell people “what to think about” with this media also tell people and social world generally.
Connecting in Spiral of Silence Theory here in Media might also tell people “What to talk about”, when people discuss issues with each other, media can have a deep influence on the accessibility and quality of information we use as we try to think, talk and act in our social world. And we embedded the macro and micro level in which in Macro level because of the audiences desire to be accepted they may choose to remain in silent when confronted and in Micro level in which in news people, media images also influence an individual’s sense of established public opinion and sometimes lead to an inaccurate reading of the public climate. In connecting and going around the circulation of Media Intrusion theory, we embedded the principle of how the politician uses the media.
If the information we can easily access is the information provided in “infotainment” or “political scene”, there will be many important things that the people never learn about the media and strongly affected by the “packaging” or how the news or information delivered for the masses. Being how political media use will be done because it can easily be accepted by the public and they might be easily persuaded of misguided political campaign. Lastly, the Social semiotic theory where in we embedded its core principles and very applicable in all corners of our model of models because it’s the process of interpreting and using signs and shaping individual and society.
January 9, 2018
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