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.
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