Selection and Presentation of the media content

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  • Selection and presentation of the media content
    • Agenda Setting
      • Media's influence in laying down the list of subjects, or agenda, for public discussion.
        • People can only discuss things they have been informed about - usually the mass media who supplies this information
          • Gives those who work in media control and power in society - choose what to put in and leave out in content
            • Public may never discuss some topics as they haven't been informed about them
    • Gate-keeping
      • Media's power to refuse to cover some issues and let others through
        • Glasgow media group - 'Bad news studies' - those who construct the news act as gate keepers, influencing what the public gains knowledge
          • issues that are not aired are frequently most damaging to the values and interests of the upper
            • e.g. strikes are widely reported, while industrial injuries and diseases are hardly ever reported
    • Norm-setting
      • describes the way the mass media emphasise and reinforce conformity to social norms and seek to isolate those who do not conform by making them victims of  unfavourable media reports
        • achieved in 2 ways:
          • 1) Encouraging conformist behaviour, such as not going on strike, obeying the law, being brave etc. Advertising - often reinforces gender roles i.e Lynx advert
          • Discouraging non-conformist behaviour  - mass media often give extensive treatment to stories about murder and other violent crimes - stories are giving 'lessons' in how people are expected not to behave.
    • New Values
      • Composition
      • Continuity
      • Elite nations or people
      • Frequency
      • Meaningfulness
      • Negativity
      • Personalisation
      • Proximity
      • Threshold
      • Unambiguity
      • Unexpectedness


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