The Role of Media Gatekeepers
•
1 like•5,196 views
Gatekeepers play an important role in the media by controlling, managing, and transferring information. They act as filters determining what content gets published or broadcast and what does not. Gatekeepers aim to select and promote stories, ideas, and perspectives that will be of interest to audiences.
Report
Share
Report
Share
Download to read offline
Recommended
Media Dependency Theory and David K.Berlo
David K. Berlo was an American communication theorist who developed the SMCR model of communication and later Media Dependency Theory. He argued that individuals rely more heavily on media as sources of information, which influences their attitudes and behaviors. Berlo's Media Dependency Theory posited that the relationship between media and their audiences is one of dependency, with receivers depending more on media over time for information they need to function in society.
Media Two Step Flow Theory
The Two-Step Flow Theory proposes that the influence of mass media on public opinion occurs in two stages. First, media messages are received by opinion leaders in social groups who influence and filter information for their networks. These opinion leaders interpret and discuss the media's content with other group members, acting as the primary influencers. This second stage of interpersonal communication among ordinary group members ultimately shapes public opinion more so than direct exposure to the media. The theory helped explain how mass media influences audiences indirectly through social relationships and informal discussions within people's networks.
Gatekeeping theory
What is gatekeeping Theory and Who presented it? Who used this Gatekeeping Theory in Mass Communication? what is the process and what are the main Features of Gatekeeping Theory?
Representation of ethnic minorities in media
Ethnic minorities are often underrepresented or misrepresented in media. They are frequently portrayed through negative stereotypes as criminals, threats, or with abnormal cultural behaviors. While representation is improving with more diverse roles, historically media has been dominated by white stories and characters. Stereotypical portrayals of ethnic groups can influence and spread misconceptions among audiences. However, representation is beginning to improve as audiences demand more diversity and ethnic minorities obtain more opportunities working within media industries.
Media dependency theory presentation
The Media Dependency Theory proposes that the more dependent an individual is on media to have their needs met, the more important media will be to that person. The theory was developed by Sandra Ball-Rokeach and Melvin DeFleur and is widely applicable today given society's overwhelming use of media. There is debate around what exactly causes media dependency, with some pointing to factors like age, occupation, or geographic location.
Hypodermic Needle Theory
The hypodermic needle theory suggests that mass media in the 1940s-1950s had a direct and powerful influence on audience behavior by "injecting" them with messages designed to elicit a specific response. It views audiences as passive receivers who uncritically accept media messages. However, the theory is now considered outdated and invalid because it fails to account for variability in how people consume and interpret media messages.
Thinking about "The Elements of Journalism"
Questions and issues raised by Bill Kovach and Tom Rosenstiel's classic guide to journalistic practices.
Effects of Mass Communication
The document discusses several effects of mass communication, including:
1) Desensitization to violence due to excessive exposure through various media like TV, movies, and video games which can negatively impact children and society.
2) Mixed evidence on the impact of portrayals of drugs and alcohol in media on usage rates, though some studies show correlations between positive media portrayals and increased usage among youth.
3) The prevalence of gender and racial/ethnic stereotyping in media which can encourage prejudice and negatively shape perceptions. Mass media is a major source of stereotypical images and plays a role in both facilitating and encouraging stereotyping.
Recommended
Media Dependency Theory and David K.Berlo
David K. Berlo was an American communication theorist who developed the SMCR model of communication and later Media Dependency Theory. He argued that individuals rely more heavily on media as sources of information, which influences their attitudes and behaviors. Berlo's Media Dependency Theory posited that the relationship between media and their audiences is one of dependency, with receivers depending more on media over time for information they need to function in society.
Media Two Step Flow Theory
The Two-Step Flow Theory proposes that the influence of mass media on public opinion occurs in two stages. First, media messages are received by opinion leaders in social groups who influence and filter information for their networks. These opinion leaders interpret and discuss the media's content with other group members, acting as the primary influencers. This second stage of interpersonal communication among ordinary group members ultimately shapes public opinion more so than direct exposure to the media. The theory helped explain how mass media influences audiences indirectly through social relationships and informal discussions within people's networks.
Gatekeeping theory
What is gatekeeping Theory and Who presented it? Who used this Gatekeeping Theory in Mass Communication? what is the process and what are the main Features of Gatekeeping Theory?
Representation of ethnic minorities in media
Ethnic minorities are often underrepresented or misrepresented in media. They are frequently portrayed through negative stereotypes as criminals, threats, or with abnormal cultural behaviors. While representation is improving with more diverse roles, historically media has been dominated by white stories and characters. Stereotypical portrayals of ethnic groups can influence and spread misconceptions among audiences. However, representation is beginning to improve as audiences demand more diversity and ethnic minorities obtain more opportunities working within media industries.
Media dependency theory presentation
The Media Dependency Theory proposes that the more dependent an individual is on media to have their needs met, the more important media will be to that person. The theory was developed by Sandra Ball-Rokeach and Melvin DeFleur and is widely applicable today given society's overwhelming use of media. There is debate around what exactly causes media dependency, with some pointing to factors like age, occupation, or geographic location.
Hypodermic Needle Theory
The hypodermic needle theory suggests that mass media in the 1940s-1950s had a direct and powerful influence on audience behavior by "injecting" them with messages designed to elicit a specific response. It views audiences as passive receivers who uncritically accept media messages. However, the theory is now considered outdated and invalid because it fails to account for variability in how people consume and interpret media messages.
Thinking about "The Elements of Journalism"
Questions and issues raised by Bill Kovach and Tom Rosenstiel's classic guide to journalistic practices.
Effects of Mass Communication
The document discusses several effects of mass communication, including:
1) Desensitization to violence due to excessive exposure through various media like TV, movies, and video games which can negatively impact children and society.
2) Mixed evidence on the impact of portrayals of drugs and alcohol in media on usage rates, though some studies show correlations between positive media portrayals and increased usage among youth.
3) The prevalence of gender and racial/ethnic stereotyping in media which can encourage prejudice and negatively shape perceptions. Mass media is a major source of stereotypical images and plays a role in both facilitating and encouraging stereotyping.
Technological determinism theory powerpoint
Technological determinism is a theory that technology drives social and cultural change in predictable ways. It argues that (1) technology develops along an inevitable path independent of human influence, and (2) the introduction of new technologies causes inherent social effects as societies reorganize around the new technologies. Individual interpretations vary but share the ideas that technology determines history and progress through its innovations, which societies cannot control and must adapt to.
Types of journalism
The top information source providing details on MBA, Engineering, Medical, Architecture, Hotel Management, Law, Commerce, Science, Arts, Diploma courses and Vocational training courses, institute data, related articles, educational videos, education projects and online tests, forum and student discussion board
Hypodermic needle theory
It talks about the media and effects. it explains how the western scholars tested the media effects and theorized the concepts
Media & Culture Theories (Part 2 and 3)
This document discusses theories of framing and frame analysis, noting their roots in symbolic interactionism and social constructionism. It examines early research on framing that concluded news serves to perpetuate the status quo and undermine social movements. The development of framing theory is then reviewed, contrasting postpositivist approaches focused on predicting media effects versus critical cultural approaches examining how elites and journalists control framing to shape understanding.
Uses and gratification theory
The document discusses the Uses and Gratification Theory (UGT). UGT argues that people actively seek out specific media and content to fulfill predefined needs and obtain gratification. It views audiences as proactive in selecting media that meets their needs for information, entertainment, social interaction, and to relieve tension. The theory was developed in the 1970s and proposes that people use media to fulfill cognitive, affective, personal integrative, social integrative, and tension release needs. UGT differs from other theories by viewing audiences as active rather than passive in their media choices.
Situational Crisis Communication Theory
Explanation of Situational Crisis Communication Theory and how it can be applied in crisis management.
Cultivation Theory & Gatekeeping Discussion
This document discusses cultivation theory and gatekeeping in media. Cultivation theory suggests that television shapes viewers' perceptions of social reality by presenting attitudes already present in culture. It was developed in the 1960s by George Gerbner who studied the relationship between television, violence, and viewers' perceptions. Cultivation theory can also apply to social media which easily spreads repetition of images and brand portrayals. Gatekeeping refers to how media outlets select which information to present to audiences and influence the salience of issues. The theory originated in the 1920s-1950s and examined propaganda and family discussions, and now applies to how social media users act as gatekeepers by controlling what they see.
Media Priming Theory
An extension of Agenda Setting theory.
It explains the media Images mold the mind of audience and helps n Decision Making Process.
Propaganda model P
The document discusses the propaganda model proposed by Herman and Chomsky. It outlines the 5 filters of the model: ownership, advertising, sourcing, flak, and anti-communist ideology. These filters shape the type of information and narratives that are presented by the mass media. The document also provides historical examples of propaganda, including Walt Disney's propaganda films during WWII which featured characters like Donald Duck delivering anti-Nazi messages.
Agenda Setting and Gate keeping theory
1) The document summarizes two communication theories: the agenda-setting theory and the gatekeeping theory.
2) The agenda-setting theory proposes that mass media has the ability to influence the public agenda by deciding what issues are important. The gatekeeping theory suggests that media filters information that reaches the public by controlling access.
3) Both theories are influenced by social and ideological factors and are subject to criticism that reality may not be accurately portrayed due to the subjective decisions of editors and gatekeepers.
Theory of Mass Communication Overview 2017
Mass media plays a significant role in shaping society and culture by influencing our identities, notions of gender and ethnicity, and sense of self. Media images and stories provide the symbols and resources through which we understand ourselves and our shared culture. Communication theory examines the relationships between media and politics, the influence of media on social issues like crime and violence, and the economic and normative aspects of media such as freedom of expression and commercialization. Theories take either a media-centric view that emphasizes the autonomy of media, or a society-centric view that sees media as reflecting broader social and political forces.
Theories
The document discusses several media theories:
1) Hypodermic or Bullet Theory proposed direct, powerful effects of media on passive audiences.
2) Individual Difference Theory argued people react differently to media based on their unique qualities.
3) Personal Influence Theory found opinions are influenced through interpersonal networks led by opinion leaders.
4) Cultivation Theory proposed long-term exposure to media shapes common beliefs about the real world.
In The Public Interest
The document discusses the concept of public interest in media and journalism. It provides definitions of public interest, explaining that it refers to issues that affect everyone in society and matters of common good, rather than just entertainment. The document also discusses theories around social responsibility of media and the need for ethics, accountability, and balanced coverage of both soft and hard news. It analyzes how business and political pressures can undermine public interests and the importance of regulation and watchdog role of media. The document concludes with an overview of key media laws enacted in Pakistan over history and their impact on balancing public interests and censorship.
Theories of press10.09.2017
The PPT discusses on the press conditions in the world. It also explains the working conditions of press & media and its professionals in western countries as well as developing countries.
Concentration of media ownership
This document discusses concentration of media ownership and its effects. It notes that progressively fewer individuals or organizations control increasing shares of mass media. Large media conglomerates dominate globally and a small number control most media within nations. Media mergers allow companies to buy other companies for more power and profits, concentrating ownership further. This concentration can negatively impact competition, diversity of viewpoints, and net neutrality. Deregulation has increased consolidation by removing barriers, though critics argue this reduces the quality and diversity of information provided to the public.
Audience theory
The document discusses several theories related to audience and media consumption:
1) Uses and gratifications theory focuses on why and how people actively seek out media to satisfy needs, rather than what media does to people. It assumes audiences are active in interpreting media.
2) Stuart Hall's encoding/decoding model examines how producers encode meanings in texts and how audiences can correctly decode, misdecode, or oppose the meanings.
3) The effects theory examines how media can influence behavior but was critiqued for viewing audiences as too passive, unlike uses and gratifications theory which sees audiences as active.
Political Economy of Mass Communication
This document discusses the political economy of mass communication and its various definitions and approaches. It begins by defining political economy narrowly as the study of power relations influencing production, distribution, and consumption of resources. It then outlines classical, American, European, and Marxist traditions of political economy. The classical tradition focused on social change and the totality of social relations. The American tradition views political economy in terms of institutional and technological constraints benefiting corporations and governments. The European tradition emphasizes class power and struggle. Marxism places labor at the center and sees the media as determined by the economic base and disseminating the dominant ideology.
The uses and gratification theory
The Uses and Gratification Theory proposes that people actively seek out specific media to satisfy certain needs. It focuses on understanding why and how audiences use media rather than how media affects people. The theory suggests people choose media to fulfill needs like information, personal identity, social interaction, and entertainment. It presents an audience-centered perspective on mass communication.
New Media Vs Traditional Media
Is new media posing a challenge to traditional media?
This screencast is part of the New Media module for an MA in Public Relations course.
News Gatekeeping
Gatekeeping refers to the process by which events in the world are filtered and selected to be included in the daily news. There are multiple gatekeepers at different stages who determine what news passes through, including journalists, editors, producers, and anchors. The story is first pitched by a source, then a journalist decides if it is newsworthy, an editor approves it, and it competes with other stories in editorial meetings to determine the final news broadcast. What gets through depends on factors like news values, source credibility, audience, and other broadcasts.
Media gate keeping theory
The document discusses the concept of gatekeeping, which was coined by Kurt Lewin in 1947 to refer to the process by which certain individuals control the flow of information to larger groups. Gatekeepers decide what messages or content will be allowed to pass through gates or filters to be distributed and consumed by others. The document provides examples of gatekeepers in media like newspaper editors and television news producers. It also discusses how gatekeeping theory has been applied across various fields of study.
Gatekeeping
This document discusses gatekeeping and its history. It begins by listing presenters and then defines gatekeeping as the control, management, and transfer of information and news items. It traces the origins of gatekeeping back to 1943 when psychologist Kurt Lewin identified rejections in reporting. Later, others like David Manning White and Warren Breed shifted the focus to institutional and organizational levels of gatekeeping. The document then discusses types of gatekeeping in newspapers and films and functions like limiting, expanding, and reinterpreting information. Finally, it briefly touches on disintermediation and contrasts the nature of gatekeeping versus gatewatching online.
More Related Content
What's hot
Technological determinism theory powerpoint
Technological determinism is a theory that technology drives social and cultural change in predictable ways. It argues that (1) technology develops along an inevitable path independent of human influence, and (2) the introduction of new technologies causes inherent social effects as societies reorganize around the new technologies. Individual interpretations vary but share the ideas that technology determines history and progress through its innovations, which societies cannot control and must adapt to.
Types of journalism
The top information source providing details on MBA, Engineering, Medical, Architecture, Hotel Management, Law, Commerce, Science, Arts, Diploma courses and Vocational training courses, institute data, related articles, educational videos, education projects and online tests, forum and student discussion board
Hypodermic needle theory
It talks about the media and effects. it explains how the western scholars tested the media effects and theorized the concepts
Media & Culture Theories (Part 2 and 3)
This document discusses theories of framing and frame analysis, noting their roots in symbolic interactionism and social constructionism. It examines early research on framing that concluded news serves to perpetuate the status quo and undermine social movements. The development of framing theory is then reviewed, contrasting postpositivist approaches focused on predicting media effects versus critical cultural approaches examining how elites and journalists control framing to shape understanding.
Uses and gratification theory
The document discusses the Uses and Gratification Theory (UGT). UGT argues that people actively seek out specific media and content to fulfill predefined needs and obtain gratification. It views audiences as proactive in selecting media that meets their needs for information, entertainment, social interaction, and to relieve tension. The theory was developed in the 1970s and proposes that people use media to fulfill cognitive, affective, personal integrative, social integrative, and tension release needs. UGT differs from other theories by viewing audiences as active rather than passive in their media choices.
Situational Crisis Communication Theory
Explanation of Situational Crisis Communication Theory and how it can be applied in crisis management.
Cultivation Theory & Gatekeeping Discussion
This document discusses cultivation theory and gatekeeping in media. Cultivation theory suggests that television shapes viewers' perceptions of social reality by presenting attitudes already present in culture. It was developed in the 1960s by George Gerbner who studied the relationship between television, violence, and viewers' perceptions. Cultivation theory can also apply to social media which easily spreads repetition of images and brand portrayals. Gatekeeping refers to how media outlets select which information to present to audiences and influence the salience of issues. The theory originated in the 1920s-1950s and examined propaganda and family discussions, and now applies to how social media users act as gatekeepers by controlling what they see.
Media Priming Theory
An extension of Agenda Setting theory.
It explains the media Images mold the mind of audience and helps n Decision Making Process.
Propaganda model P
The document discusses the propaganda model proposed by Herman and Chomsky. It outlines the 5 filters of the model: ownership, advertising, sourcing, flak, and anti-communist ideology. These filters shape the type of information and narratives that are presented by the mass media. The document also provides historical examples of propaganda, including Walt Disney's propaganda films during WWII which featured characters like Donald Duck delivering anti-Nazi messages.
Agenda Setting and Gate keeping theory
1) The document summarizes two communication theories: the agenda-setting theory and the gatekeeping theory.
2) The agenda-setting theory proposes that mass media has the ability to influence the public agenda by deciding what issues are important. The gatekeeping theory suggests that media filters information that reaches the public by controlling access.
3) Both theories are influenced by social and ideological factors and are subject to criticism that reality may not be accurately portrayed due to the subjective decisions of editors and gatekeepers.
Theory of Mass Communication Overview 2017
Mass media plays a significant role in shaping society and culture by influencing our identities, notions of gender and ethnicity, and sense of self. Media images and stories provide the symbols and resources through which we understand ourselves and our shared culture. Communication theory examines the relationships between media and politics, the influence of media on social issues like crime and violence, and the economic and normative aspects of media such as freedom of expression and commercialization. Theories take either a media-centric view that emphasizes the autonomy of media, or a society-centric view that sees media as reflecting broader social and political forces.
Theories
The document discusses several media theories:
1) Hypodermic or Bullet Theory proposed direct, powerful effects of media on passive audiences.
2) Individual Difference Theory argued people react differently to media based on their unique qualities.
3) Personal Influence Theory found opinions are influenced through interpersonal networks led by opinion leaders.
4) Cultivation Theory proposed long-term exposure to media shapes common beliefs about the real world.
In The Public Interest
The document discusses the concept of public interest in media and journalism. It provides definitions of public interest, explaining that it refers to issues that affect everyone in society and matters of common good, rather than just entertainment. The document also discusses theories around social responsibility of media and the need for ethics, accountability, and balanced coverage of both soft and hard news. It analyzes how business and political pressures can undermine public interests and the importance of regulation and watchdog role of media. The document concludes with an overview of key media laws enacted in Pakistan over history and their impact on balancing public interests and censorship.
Theories of press10.09.2017
The PPT discusses on the press conditions in the world. It also explains the working conditions of press & media and its professionals in western countries as well as developing countries.
Concentration of media ownership
This document discusses concentration of media ownership and its effects. It notes that progressively fewer individuals or organizations control increasing shares of mass media. Large media conglomerates dominate globally and a small number control most media within nations. Media mergers allow companies to buy other companies for more power and profits, concentrating ownership further. This concentration can negatively impact competition, diversity of viewpoints, and net neutrality. Deregulation has increased consolidation by removing barriers, though critics argue this reduces the quality and diversity of information provided to the public.
Audience theory
The document discusses several theories related to audience and media consumption:
1) Uses and gratifications theory focuses on why and how people actively seek out media to satisfy needs, rather than what media does to people. It assumes audiences are active in interpreting media.
2) Stuart Hall's encoding/decoding model examines how producers encode meanings in texts and how audiences can correctly decode, misdecode, or oppose the meanings.
3) The effects theory examines how media can influence behavior but was critiqued for viewing audiences as too passive, unlike uses and gratifications theory which sees audiences as active.
Political Economy of Mass Communication
This document discusses the political economy of mass communication and its various definitions and approaches. It begins by defining political economy narrowly as the study of power relations influencing production, distribution, and consumption of resources. It then outlines classical, American, European, and Marxist traditions of political economy. The classical tradition focused on social change and the totality of social relations. The American tradition views political economy in terms of institutional and technological constraints benefiting corporations and governments. The European tradition emphasizes class power and struggle. Marxism places labor at the center and sees the media as determined by the economic base and disseminating the dominant ideology.
The uses and gratification theory
The Uses and Gratification Theory proposes that people actively seek out specific media to satisfy certain needs. It focuses on understanding why and how audiences use media rather than how media affects people. The theory suggests people choose media to fulfill needs like information, personal identity, social interaction, and entertainment. It presents an audience-centered perspective on mass communication.
New Media Vs Traditional Media
Is new media posing a challenge to traditional media?
This screencast is part of the New Media module for an MA in Public Relations course.
News Gatekeeping
Gatekeeping refers to the process by which events in the world are filtered and selected to be included in the daily news. There are multiple gatekeepers at different stages who determine what news passes through, including journalists, editors, producers, and anchors. The story is first pitched by a source, then a journalist decides if it is newsworthy, an editor approves it, and it competes with other stories in editorial meetings to determine the final news broadcast. What gets through depends on factors like news values, source credibility, audience, and other broadcasts.
What's hot (20)
Viewers also liked
Media gate keeping theory
The document discusses the concept of gatekeeping, which was coined by Kurt Lewin in 1947 to refer to the process by which certain individuals control the flow of information to larger groups. Gatekeepers decide what messages or content will be allowed to pass through gates or filters to be distributed and consumed by others. The document provides examples of gatekeepers in media like newspaper editors and television news producers. It also discusses how gatekeeping theory has been applied across various fields of study.
Gatekeeping
This document discusses gatekeeping and its history. It begins by listing presenters and then defines gatekeeping as the control, management, and transfer of information and news items. It traces the origins of gatekeeping back to 1943 when psychologist Kurt Lewin identified rejections in reporting. Later, others like David Manning White and Warren Breed shifted the focus to institutional and organizational levels of gatekeeping. The document then discusses types of gatekeeping in newspapers and films and functions like limiting, expanding, and reinterpreting information. Finally, it briefly touches on disintermediation and contrasts the nature of gatekeeping versus gatewatching online.
Gate Keeping Theory
Kurt Lewin originally developed the concept of gatekeeping theory to describe how information is filtered for dissemination through various channels of communication. Gatekeeping refers to the process by which individuals or organizations make decisions about allowing or blocking information to pass through different gates. At each gate, a gatekeeper determines what information is appropriate or inappropriate to pass through based on various influences like social norms, ethics, and policies. Gatekeeping theory is now widely used in fields like journalism and mass media to understand how and why certain information gets selected for publication or broadcasting while other information gets rejected.
Gatekeeping Models
This document discusses several models of gatekeeping in media and journalism. It mentions White's original gatekeeping model and expanded models by Maletzke and Blizzard that account for additional factors like news values, news agenda, and how certain topics are more likely to pass through gates to reach broadcast or publication. The Blizzard model specifically examines news values that influence what information is allowed to pass through gates to the audience.
The gatekeeping theory
The gatekeeping theory was originally proposed by psychologist Kurt Lewin to describe the decision-making process involved with food selection and consumption, with the housewife acting as the gatekeeper. Within media industries, gatekeepers are typically producers who ensure any media product accurately portrays the intended message to the target audience before distribution. As the assigned gatekeeper for a group media project, the author will have final approval over any changes made before public distribution.
Ins ppt ch06
This document provides an overview of consumer and business buyer behavior. It discusses the key factors that influence consumer behavior, including cultural, social, personal and psychological factors. It also outlines the five stages of the consumer decision process: need recognition, information search, evaluation of alternatives, purchase decision and post-purchase behavior. The document then discusses the adoption process for new products and categorizes different types of adopters. It defines business markets and contrasts business and consumer buying behavior. The major influences on and stages of the business buying process are also summarized.
Presentation
This document provides an overview of gatekeeping theory and the hypodermic needle theory. It defines gatekeeping theory as the process by which information passes through various "gates" or gatekeepers on its way to the audience. It traces the history and development of gatekeeping theory from Lewin to Shoemaker. It also discusses cases of gatekeeping in journalism, marketing, and at the individual level. The document then defines the hypodermic needle theory as the idea that media messages have a direct influence on audiences. It discusses the history and limitations of this theory, and provides cases like The War of the Worlds radio broadcast. Finally, it considers how these theories apply in modern social media, where audiences can now interact with media
Content Analysis Hindu Vs Toi Vs Telegraph
A first of its kind content analysis study covering leading english newspapers in India viz. HIndu, TOI, HT, Asian Age, Telegraph, Indian Express etc.
A project report on comparative analysis of the new indian express, times of ...
This document provides an overview of the history and origins of newspapers. It discusses how printed newsletters first emerged in Europe in the late 1400s and spread information. The first English newspaper was the London Gazette in 1666. In America, the first newspaper was Publick Occurrences in 1690 but it was suppressed after one issue. The first successful American newspaper was the Boston News-Letter in 1704. By the Revolutionary War, around two dozen papers were published across the colonies, mostly in Massachusetts, New York, and Pennsylvania. The establishment of freedom of the press in the US Bill of Rights in 1791 allowed newspapers to take on a more modern form.
News values, gatekeeping, framing, agenda-setting and peace journalism
Lecture slides for Week 5 of module JN2042, International Journalism Theory, at University of Central Lancashire, UK
Agenda Setting
La teoría de la agenda-setting postula que los medios de comunicación influyen en la opinión pública al determinar qué historias son noticia y cuán importante es cada tema. Bernard Berelson y Walter Lippmann fueron pioneros en este campo. Maxwell McCombs y Donald Shaw realizaron estudios empíricos que mostraron que cuanto más cobertura recibe un tema en los medios, más importante lo considera el público. Noam Chomsky critica la alianza tácita entre medios y gobiernos para ocultar información que pueda desestabilizar el
Agenda Setting
La teoría del Agenda Setting describe cómo los medios de comunicación influyen en los temas que el público considera importantes. Los fundadores de la teoría, McCombs y Shaw, descubrieron que lo que los votantes consideraban como temas principales de una campaña presidencial estaban alineados con los temas en los medios. La teoría sugiere que aunque los medios no dicen qué pensar, sí dicen sobre qué pensar, estableciendo así la agenda pública.
Agenda Setting
1) El documento presenta información biográfica de varios académicos e investigadores clave en el desarrollo de la teoría de la agenda setting, incluyendo a Maxwell McCombs, Donald Shaw, Walter Lippman y Bernard Cohen. 2) Se describen conceptos fundamentales como la teoría de los efectos, la sociedad de masas y la investigación pionera de McCombs y Shaw sobre la influencia de la cobertura mediática en la opinión pública. 3) También se explican los diferentes tipos de agendas (de los medios, del público y
AGENDA SETTING
This document discusses agenda setting in public policymaking. It defines agenda setting as the process of adopting social issues or problems as policy problems to be addressed by the government. The document outlines the five stages of policymaking according to Kingdon: agenda setting, formulation, adoption, implementation, and evaluation. It describes different levels of agendas, from the agenda universe to the decision agenda. Finally, it discusses actors involved in shaping policy agendas, including political officials, civil society, international organizations, and the public. It also summarizes Kingdon's model of three streams that influence when an issue gets on the political agenda.
Agenda setting
The document summarizes the agenda-setting theory of mass media proposed by Walter Lippmann and empirically tested by McCombs and Shaw in 1972. Their study in North Carolina found a strong relationship between the issues given priority in media coverage and those issues the public considered most important, supporting the theory that the media agenda influences the public agenda. This marked the beginning of recognizing the media's ability to shape public perceptions of what issues are most salient.
Agenda setting theory ppt
The agenda-setting theory originated in 1972 when McCombs and Shaw studied the 1968 US presidential election. They found that the issues given prominent coverage in the media were also considered important by voters. This showed that the media has the ability to influence the salience or importance of issues on the public agenda by deciding what to cover prominently. Later research expanded this to the concept of framing, which is that media can influence not just what issues the public thinks about, but also how they think about those issues through selective presentation and emphasis of certain aspects of stories.
There are two common types of newspapers
This document discusses the two main types of newspapers, broadsheets and tabloids, and examines some of the key differences between them. It notes that broadsheets typically have a larger size and more in-depth, longer articles while tabloids focus more on crime, gossip and shorter pieces. Students are asked to consider differences in headlines, pictures, topics covered and their preferences when comparing broadsheet and tabloid newspapers.
Viewers also liked (17)
A project report on comparative analysis of the new indian express, times of ...
A project report on comparative analysis of the new indian express, times of ...
News values, gatekeeping, framing, agenda-setting and peace journalism
News values, gatekeeping, framing, agenda-setting and peace journalism
Recently uploaded
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your businessDigital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.Top digital marketing institutein noida
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy CrestodinaDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brandHow American Bath Group Leveraged Kontent
How American Bath Group Leveraged KontentDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando AnguloDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.Digital Strategy Master Class - Andrew Rupert
Digital Strategy Master Class - Andrew RupertDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategyMastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.Efficient Website Management for Digital Marketing Pros
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis ShiaoDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assetsLily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Unlocking Everyday Narratives: The Power of Storytelling in Marketing - Chad...
Unlocking Everyday Narratives: The Power of Storytelling in Marketing - Chad...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your BrandPickUp_conversational AI_Capex, Inc._20240610
PickUp, Improve conversions with scenario-based conversational AI.
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
How to Use a Free Book Funnel to Drive Highly Qualified Buyers Into Your Busi...
How to Use a Free Book Funnel to Drive Highly Qualified Buyers Into Your Busi...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organizationConsumer Journey Mapping & Personalization Master Class - Sabrina Killgo
Consumer Journey Mapping & Personalization Master Class - Sabrina KillgoDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future TrendsRecently uploaded (20)
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando Angulo
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis Yu
Efficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing Pros
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Unlocking Everyday Narratives: The Power of Storytelling in Marketing - Chad...
Unlocking Everyday Narratives: The Power of Storytelling in Marketing - Chad...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
How to Use a Free Book Funnel to Drive Highly Qualified Buyers Into Your Busi...
How to Use a Free Book Funnel to Drive Highly Qualified Buyers Into Your Busi...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Consumer Journey Mapping & Personalization Master Class - Sabrina Killgo
Consumer Journey Mapping & Personalization Master Class - Sabrina Killgo
The Role of Media Gatekeepers
- 2. The Role of Media Gatekeepers Mona Grace Camposano Hanna Jemima G. Yopyop
- 3. Role of the Gatekeepers: To Control To Manage To Tranfer
- 17. Thank you.