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Cognitive Dissonance –vs Agenda-setting theory


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Cognitive Dissonance –vs Agenda-setting theory

  1. 1. Debrah Snyder PBRL 495Assignment 1-6
  2. 2. Cognitive dissonance A person can internally witness a feeling of uncomfortable stress or tension which comes from holding two conflicting thoughts in their mind at the same time. Dissonance increases with: The importance of the subject to us, how strongly the dissonant thoughts conflict and our inability to rationalize and explain away the conflict. Dissonance is often strong when we believe something about ourselves and then do something against that belief.
  3. 3. Example: If I believe I am good but do something bad, then the discomfort I feel as a result is cognitive dissonance. Cognitive dissonance is a very powerful motivator which will often lead us to change one or other of the conflicting belief or action.
  4. 4. Agenda-Setting Theory The agenda-setting theory is a theory that the news media has large influence on audiences by their choice of what stories to consider newsworthy and how much prominence and space to give them. Through their day-by-day selection and display of the news, editors and news directors focus our attention and influence our perceptions of what are the most important issues of the day.
  5. 5. CRITIQUE: Some of the insights that I gained from the articles is a better perspective of what the two theories mean and what they represent. With the examples given, I can now elaborate on each theory and recognize which theory may be needed once I step into the business world.
  6. 6. COMPARE AND CONTRAST: Cognitive dissonance and the agenda setting theory have similarities in the sense, that they are both something that a person can mentally decide what direction to go with their thoughts.
  7. 7. How you see each of these theories as potentiallyuseful for current communication professionals. Howcould they be applied to practice? Cognitive dissonance is something that could benefit a PR professional because when the person has feelings of guilt, it is our job to counteract that with a positive message that could possibly be a turning point in that person’s life and in the same breath could create goodwill in that person’s eyes towards the business you represent
  8. 8. How you see each of these theories as potentiallyuseful for current communication professionals. Howcould they be applied to practice? Agenda setting theory can be beneficial in the sense that with the supposed control that the media has on the minds of the viewer, would make the PR professional more aware of the impact they may have on the message delivery and presentation they give to the listening audience.
  9. 9. REFERENCES: Google. (2012). Cognitive Dissonance. Retrieved from Google: McCombs, S. (2012). Symposium / Evolution of Agenda-Setting Research. Retrieved from McLeod, S. (2011). Cognitive Dissonance. Retrieved from Simply Psychology: dissonance.html, C. (n.d.). Cognitive Dissonance. Retrieved from Changing onance.htm Sanchez, M. (n.d.). Agenda setting. Retrieved from Google: