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The way the media influences what we think is a topic that's been debated for ages. Stanley J. Baran's Agenda Setting theory suggests that while the media might not dictate our opinions, it sure shapes what we think about. It's like the media tells us, "Hey, think about this!" But it's up to us to decide what we think about it. Take taxes, for example. The media talks about it a lot, but whether you think higher or lower taxes are good depends on you.
There's this study, "The People's Choice," by Maxwell E. McCombs and Donald L. Shaw, that dives deep into this. It's all about the media's role in a presidential campaign, and it turns out, what the media talks about and what people think about align pretty closely. So, the media doesn't tell us how to vote, but it definitely influences what topics we vote on. Let's dig into this a bit more.
Alright, so this Agenda Setting theory by Baran is interesting.
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It's not about the media telling you what to think but more about them steering your thoughts. The media sets the agenda, telling us what issues to focus on. Think of it like this: the media doesn't say, "Hey, love or hate taxes!" Instead, they go, "Let's talk about taxes today." Your opinion comes from your own noodle, but the media decides what topic is on the table. Now, this study, "The People's Choice," takes us to a presidential campaign in Chapel Hill.
They picked 100 undecided voters, the ones most open to campaign info, and asked them what they're concerned about. The media was buzzing with articles and stories about different issues. Surprisingly, the more the media talked about a certain topic, the more people thought it was important. It's like the media sets the menu, and we choose what to order. So, the media doesn't tell us how to think; it just gives us the menu to choose from.
Now, on the flip side, we've got the Hypodermic Needle Theory. This one's like saying the media injects ideas into us, and we just take it without question. Imagine we're all sitting ducks, and the media shoots ideas straight into us, expecting a certain response. It's a bit intense, right? They say we're powerless, just soaking in whatever the media throws at us. There's this classic example from 1938, the "War of the Worlds" broadcast. The radio interrupted a regular program, announcing an alien invasion. Now, out of 12 million people who heard it, only a million bought into it. So, while some did react as expected, a massive chunk didn't. It's like the media shot its idea, but most people dodged it. So, this theory's a bit shaky because not everyone dances to the media's tune. It's a reminder that we're not total puppets to the media's strings.
So, there you have it – two sides of the same coin. Agenda Setting theory says the media sets the agenda, guiding what we think about. It's like they're saying, "Here are the options, pick one." On the other hand, the Hypodermic Needle Theory argues the media injects ideas into us, and we just go with the flow. Yet, the "War of the Worlds" incident shows it's not that straightforward. Not everyone falls for the media's tricks. It's a reminder that we're not just passive receivers; we decide what to accept. In the end, the relationship between the media and our thoughts is a complex dance. There's more to discover, and maybe the truth lies somewhere in the middle. It's a puzzle worth solving.
Media Influence: Shaping or Injecting Ideas. (2016, Feb 27). Retrieved from https://studymoose.com/mass-media-doesnt-tell-you-what-to-think-but-it-tells-you-what-to-think-about-essay
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