Television advertising and Agenda Setting Theory

The media is known to be a powerful communication tool in today’s society, particularly in the television advertising. However, the agenda setting theory by the media tells us what to think about particular issues including economic issues, social, science, politics, health and other issues that affect the society.

The Agenda-Setting theory proposes that it is always in a better position to shape various opinions in order to create a moral society. The agenda setting theory predicts that people will place importance on issues to which they are highly exposed or relevant to. The theory attempts to solve how public awareness and concern of important issues can be created by news media.

Theorists, Dr. Max McCombs and Dr. Donald Shaw were the first to build off these assumptions and develop it into a theory that is now known as Agenda-setting. Both professors have created a diagram explaining the algorithm of the agenda setting.

‘Dr. Max McCombs and Dr. Donald Shaw agenda setting algorithm’

This theory is intended to apply to the news media, although in certain cases it has been applied to other areas of the media and messages which they transmit to audiences. The theory also highlights the role of the media in various campaigns and its significant influence in educating the public.

Mass media forms an integral part of any society and plays an important role of spreading information. The Agenda-Setting describes a very powerful influence of the media as well the ability to tell us what issues are important.

More information about the agenda setting, The Agenda-Setting Function of Mass Media by Maxwell E. McCombs and Donald L. Shaw.

References

McCombs M. and Shaw D. (n.d.), The Agenda-Setting Function of Mass Media. Retrieved from http://www4.ncsu.edu/~amgutsch/Mccombs.pdf

Quatro G. (30 Nov, 2014). Agenda-Setting Theory, Inter-Mediates. Retrieved from inter-mediates.blogspot.com.au/2014/11/agenda-setting-theory-by-groupo-quatro.html.

Universiteit Twente. (n.d.), Mass Media, Agenda Setting Theory. Retrieved from http://www.utwente.nl/en/bms/communication-theories/sorted-by-cluster/Mass%20Media/Agenda-Setting_Theory/.

 

 

 

Hard News vs Soft News

Soft news is generally information that used for entertainment or human-interest stories. Hard News on the other hand is typically information that is concise and more in-depth news coverage.

Ideally when it comes to politics, war, economics and crime used to be considered hard news, while arts, entertainment and lifestyles were considered soft news.

We discuss two articles with the same topic written by two different journalists for the general public consumer. The subject matter was about the High Court challenge to Government’s postal poll vote.

ABC News article is a more professionally written report and includes concise information although it is relatively short. However, the Sydney Morning Hereld news consists mainly of the writer’s perspective and views from Mark Dreyfus himself. This could be considered hard news compared to ABC News.

Which is better? Everyone has a different perspective about the way we perceive information and how they interpret the content.  We discuss two articles with the same topic written by two different journalists for the general public consumer. The subject matter was about the parties challenging the validity of the postal survey argue the Turnbull government does not have the authority to appropriate the $122 million in funds for the vote. The difference between these two articles is their communication styles, how they are written, and their informativeness

 

References

Doran, M. (Aug 12, 2017). What Is the High Court Challenge to the Same-Sex Marriage Postal Poll All about?, ABC News, Retrieved by http://www.abc.net.au/news/2017-08-13/same-sex-marriage-postal-vote-challenge-explained/8801038.

M, James. (Aug 12, 2017). High Court Challenges to Same-Sex Marriage Survey a 50-50 Prospect: Mark Dreyfus. The Sydney Morning Herald, The Sydney Morning Herald, Retrieved on http://www.smh.com.au/federal-politics/political-news/high-court-challenges-to-samesex-marriage-survey-a-5050-prospect-mark-dreyfus-20170812-gxv11r.html.

Newman, N. (May 27, 2016).  Research Associate, Reuters Institute for the Study of Journalism  and On. “Distinctions between Hard and Soft News.” Digital News Report, Retrieved on http://www.digitalnewsreport.org/survey/2016/hard-soft-news-2016/.

Film and Sexism

Sexism in the movie and television industry is continuing to become more prevalent than never. According to Australian Council, Woman in Theatre (2012), recent studies shows women are however experiencing sexism through gender pay gaps, lack of recognition and reward.

Hollywood actress, Patricia Arquette’s is one of the few female actresses who have spoken out about discrimination in films. In last years Oscars acceptance speech and winning her supporting role in Boyhood, Patricia Arquette’s makes a statement about wage equality.

Patricia Arquette’s Oscars Speech

“To every woman who gave birth, to every taxpayer and citizen of this nation, we have fought for everybody else’s equal rights. It’s time to have wage equality once and for all. And equal rights for women in the United States of America,” she said.

However, it is evidently clear the the future for women in the media industry is looking positive, particularly with the recent success of female fronted features such as Hidden Figures and Wonder Women movie which is the highest budget film ever directed by a woman this year to date. Woman in the television and film industry is becoming popular and will continue to grow over the years.

References

Jennifer Lawrence Blasts Sexism in Film Industry (2015). ABC News, Retrieved from http://www.abc.net.au/news/2015-10-14/jennifer-lawrence-blasts-sexism-in-film-industry/6852930.

Patricia Arquette Winning Best Supporting Actress (2015). YouTube, Retrieved from youtu.be/6wx-Qh4Vczc.

Pearson, Georgina (2011). Gender Equality, a Huge Issue in the Australian Screen Industry. Mumbrella, Retrieved from mumbrella.com.au/gender-equality-a-huge-issue-in-the-australian-screen-industry-7094.

Women in theatre (2012). Australia council, Retrieved from http://www.australiacouncil.gov.au/workspace/uploads/files/research/women-in-theatre-april-2012-54325827577ea.pdf