1) What theories about mass media effects have relevance for public relations? Be sure to explain how each theory might be applied to actual PR campaigns or problems.
Mass media has four theories that affect the relevance for public relations. These theories are known as the Agenda Setting, Media Dependency, Framing, and Cultivation Theories.
The Agenda Setting theory is media, by the selection of stories and headlines. It is the process of telling the public what to think about, but not exactly what to think. In accordance to a social scientist, Joseph Klapper, this is labeled the "limited effects" model of mass media. According to his model, "Mass media does not serve as a necessary and sufficient cause for audience effects, but rather functions among and through a nexus of mediating factors and influence.".
Media Dependency is in effect the formation of opinions and/or attitudes to a subject without prior information and attitude disposition regarding the subject. This is where the Mass Media plays an integral role in telling the public what to think. The effects of this are also increased when the public has no personal experience to base the subject at hand on. This makes them highly dependent on the Mass Media system to educate and inform them on the subject in question. This enables them to be persuaded to a certain molded thought.
The Framing Theory is the use of certain key words and phrases to help influence thoughts, opinions, and position on a subject. This theory is used in journalism. They use this to portray only one side of the story, or the point of view they want you to see. It is not a lie, but a lack of totality.
The last is the Cultivation Theory. This is the repetition of a certain message or thought, in the belief that if projected to a target audience enough times it will stick and be accepted into thought and self opinion. Repetition is the key to this type of Media Theory.
