STRENGTH AND WEAKNESS OF AGENDA SETTING,USES AND GRATIFICATION THEORY

This theory in mass communication has different phase of analyzing the audience and as such has some strength and weakness.
In the agenda setting theory, it state the control the mass media has on the audience.To analysis the strength of this theory, it is clearly traced how the media provides the audience with information. Also,it creates a sense of strong attachments between the two partners as one depend greatly one the other for vital information of interest.Most importantly,the audience become active users of the mass media.
Lastly,the audience tends to understand the information due to segmentation of related issues shaped on a particular way.

As much as the theory seeks to have attention of the audience, it falls short of some glory.Be it that, it some times leaves the audience ignorant about certain important issues which were not made available to them.They are also being manipulated,accept or see things in a different manner. Also, the audience becomes baise in expressing their opinions on subjects of other informations they come contact with.Along the line, the theory make available informations which may be of good side in their reportage simlpy by building public images most importantly to the society.

The uses and gratification theory indicates what the audience can do with a particular masss media which is a primary strength.In this case, the media cannot manipulate the audience thereby making them independent in selection of information.(Accept orReject)
They also make their own meanings from the content from the media without being forced to think in a certain way.One good point about this theory is that, it actually allows the individual to identify him/her self.

In as much as th theory seeks to allow the audience to select, go through the thinking process,they might sometimes be over loading themselves with information of no interest.Further more, in the process of selection of any mass media of choice,certain vital information may be overlooked and as such fall ignorant to such information.
The audience sometimes dont pay much attention to those media or better still may be engage for activeness sake.
Comparism come to play, which leaves a particular mass media subjective to the other which actually may be the best in reportage.

NRSC AND MOTOR RIDERS

I am delighted to see a rapid change in road users as the National Road Safety Commission have achieve it's aim in reducing road accidents.But might have forgotten about motor riders.
Most often, adverts done only depicts cars and its users as much freedom is left in their care to misbehave whlie riding,some do not even wear helment meant to protect them from unexpected injury.Also a very alarming issue of them flipping through traffic even when the red light are on indicating them to stop yet they seems to bored.
One can imagine those using cars with hard protected covers get their cars crampled into pieces yet motor riders seeks no attention to wearing of relecting jackets as it sometimes makes it difficult to see them coming close as a result get knock down.
Also most of them have not registered their motor yet ride freely in town as much attention is shifted to car users giving them the urge to continue to display skills whiles riding through busy place like the markets, lorrystations and pedestrain lanes.
With all these issues raised i urge the commission to implement programmes,adverts, billbboards,flyers and kind of interactions withn motor riders to curb the unfortunate accidents as they might have felt left out and more over independend in their activites.
The police also need to play a siginficant role in helping to ensure discipline as it sets out to check their lincenses,helments and any other vital documets and punish those who fail to abide by the laws governing the raod safety commission.
I once again wish to congratulate the commission in their effort to help save life and property.

Why i place these functions?

I place entertainment under economic function in sense that programmes or services offered on the varous medium are payed for, generating income to improve their network services(air time)

Also,the media advertises job oppoirtunities through their medium to the society so as to enable them be economocally sound and feel part of society. .It also has an enterprise in training the society to be professionally skilled to take up high offices.It one way or the order interact with the society for a positive impact on their lives.

hypodermic needle theory

This is a model of communication that shows how the media has a upperhand on the society and also known as the magic bullet indicating messages from the media from the bullet to the society immediately.It was devloped by the frankfurt school of thought which seek to understand the reaction of the soceity as Harrod Lasswell did not thought of the society reaction and intended to use the media as a propaganda tool.

It also contribute to the change to individual's feelings,atttitudes,beliefs,moral values, perceptions about certain things which they seems to pass it on to their generartion as the society do not sit to understand messages sent to them or the authentic nature of the news.This is due to the fact that the media donot segment it's target audience and the nright way to address them in some cases.

POLITICAL

To educate,inform,mediator,watchdog,plateform for expression,investigate,agetate for change,document history,mobilize,propangandists,agents for change,critise.

SOCIAL
They set social agenda,culturual intergration,create awareness,act as a link to the society,create employment,agent of socialisation,cultural intergration,promote human right,gatekeepers,mouthpiece

ECONOMICAL
Publicity,create employement,entertainment.

POLITICAL

media and its functions

POLITICAL

It servers as a platform for each individuals to express his/her freedom of speech and also a strong in decisin making.

SOCIAL
This comes in a form of creating awareness f this going n around us which can not be access by every individual and also seek to have their interest to know something new.

ECONOMICAL
This points only dwells on doing business in exchangefor money(profit)