Media Creates Political and Ideological Controversies Essay

Media Creates Political and Ideological Controversies - Essay ExampleAudiences are seen to be susceptible to any message or information that is presented by the media. As per Lowery and DeFleurs theory media has an immense impact on its viewers. This theory endorses great power and influence on the media. Although later research disproved this theory, it was evident by the findings (Hyman & Sheatsley 1947) that audiences were non brainless recipients of information and formed their own opinions of medias projections of news and events. But fact remains that even though media coverage may not be able to completely form a publics opinion on just one front, it is responsible for how they view the world. This is where the agenda-setting theory of multitude communication comes in. while the media may not be able to tell us exactly how we should think, it does specify what we should think about. The agenda-setting theory was originally developed to inform the influence of the mass medi a in determining which political issues become important in elections. Adroit committee members and politicians claim that if you fag control the agenda you can control the meeting. (Sutherland & Sylvester 2000). Basically, the most crucial function of media is to act as a gateway between the public and the government. Its the media who provide information regarding political matters and matters regarding insurance policy and governance. Newspapers aim to cover politics and issues related to politics follow the guidelines that journalists must remain politically correct and neutral and present covering all sides of the pipeline (Sloan & Mackay 2007) Research has shown that most media slant is focused on coverage related to political and election campaigns, where media needs to influence the general public. But very a few(prenominal) researches have been done to check why the media slant is involved in suchspecific issues such as immigration and why is it covered by negatively sl anted media coverage.