This is how change occurs.
Another way to see how change is intitiated is through the continual technological advances of our society. Of course the initial idea or innovation must be established by the media first, but the actual success/failure or institution of such a product or idea is due to communication among members of a society.
It is a process of trial and communication: .
People raise awareness of the innovation as they talk with one another about it. They share opinions, discuss their experience with the innovation, sometimes advocate its use, and sometimes resist it. The rate of adoption is determined by perceptions of the innovation's relative advantage and its compatibility with existing values and .
experiences. (Littlejohn 315).
Certain people are quick to adopt new ideas. Once their word spreads, so does the adoption of such new innovations in other's lives, creating a society-wide (oftentimes world-wide) advancement.
The examples above show how the mass media and interpersonal communication work together in steps toward societal advancement. On the contrary, the next segment will illustrate how media induces discouragement of certain opinions but develops popular public opinions.
When we hear the term "public opinion" we usually think of an opinion that is favored by the majority. Through research, though, I have found that this is not necessarily the case. Public opinion does, in fact, exist, but it is not necessarily the opinion of the majority. Many people do believe what may be the opposite of the public opinion but do not express their views for fear of isolation from their social group. .
In politics, for example, there are very sensitive issues that must be handled very delicately by the politicians (or candidates in an election) with the .
intent of presenting themselves in the most favorable light possible. Oftentimes this means not representing a certain touchy subject either way if, in fact, the person's stance goes "against the grain".