Agenda-Setting, Priming & Gatekeeping | Mass Communication Masterclass | Lecture 37
Автор: Simply Shiza
Загружено: 2023-09-27
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Agenda-Setting, Priming, and Gatekeeping Theories
In this video, we will discuss three theories that explain how the media can influence our thoughts and opinions: agenda-setting theory, priming theory, and gatekeeping theory.
Agenda-setting theory: This theory states that the media don't tell us what to think, but they do influence what we think about. The more attention the media gives to a particular issue, the more important that issue becomes in the public's mind.
Priming theory: This theory states that when we are exposed to certain information, it can activate related concepts in our minds. This can influence how we think about and evaluate other things.
Gatekeeping theory: This theory states that the media decide which stories to cover and how much attention to give them. This can have a significant impact on what we see and hear, and it can shape our understanding of the world.
These theories are important to understand because they can help us to be more critical consumers of media. We can learn to be aware of how the media is trying to influence us, and we can make informed decisions about the information that we consume.
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