In our JOUR1111 lecture this week the idea that we were
being told exactly what we like and what's good to like in the media was simply
reinforced. In a bleak turn of events, I found out about agenda settings in
journalism.
Reality bites. But these bites are socially constructed and
mediated through shared language. That is, we simply perceive these bites! Very
deep.
There are a few agendas in journalism. There's public agenda
- what we, the public, perceive as important (keeping in mind this is also
dictated for us). Then there's policy agenda, which the decision makers reckon
are important, and corporate agenda, and finally media agenda. In a tangle of
perception versus reality, these four agendas are interrelated.
Media isn't just (badly) reporting reality, they're also
shaping and filtering it. Cheeky bastards.
In 1922 Walter Lippman proposed a theory - that public
opinion is formulated from the creation of images of events in our mind.
Propaganda and the power of images substitute on social pattern for another and
we end up relying on images as opposed to critical thinking. Remember that
birthday party you thought was awesome, with memories of fun slides and cake?
But no one reminds you of how the bee stung you! That's how the media injects direct
influence to set the agenda.
Agendas can manifest themselves in various forms. Media
gate-cutting describes how individuals themselves control the flow of messages
through a communication channel to expose it, and even these issues are often
(surprise surprise) chosen by the media.
Agenda cutting is quite crafty, and not the awesome kind
involving pipe cleaners and Clag. Not even close. While the media can't just
blatantly lie (we assume), most of the truth isn't represented. Less coverage
means that an issue is less cared about, which is the Beibs' claim to fame.
Then there's agenda surfing - the bandwagon effect.
Personally I don't like wagons, but apparently existing public opinions do
influence others towards that opinion. I still don't like wagons.
While media dependence can often mean an individual is more
easily influenced, I'm stubborn enough that even my hours on Facebook and
Twitter mean I'm always scoffing at what the news has to say.
So while my agenda involves cleaning my room, shopping for
party supplies and redecorating my wall, media's agenda involves sneakily
nudging you toward a certain opinion, quietly enough that you think it's your
own.
So if you think my humour's tacky, you're being fooled. The
world just WANTS you to think it's poor when really I'm a literary genius. Good
day.