agenda setting & mcguire's input output matrix

7/24/2019 Agenda Setting & McGuire's Input Output Matrix

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T H E O R Y

P R E S E N T A T I O N S

R I S H T YA K A K A R

P H P B - 6 1 2 : H E A LT H C O M M U N I C A T I O N C A M PA I G NS P H I S , U N I V E R S I T Y O F L O U I S V I L L E


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OVERVIEW OF PRESENTATION Agend Se!!"ng

Historical overview of theory Contemporary expansion of the theory

Key components of the theory

Example of application within public health

C#$$%n"&!"#n-Pe'(%("#n M!'")

Overview of the theory Key components of the theory

Example of application within public health

Review


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A G E N D A

S E T T I N GPRIMARY THEORISTS:

M&C#$*( + S .1/02


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AGENDA SETTING:

HISTORICAL OVERVIEW

Walter Lippmann in Public Opinion, !""

#$he Worl% Outsi%e an% the &ictures in Our Hea%'

#&ublic opinion respon%s not to the environment but to the penvironment constructe% by the news me%ia' )*cCombs, "+

.ernar% Cohen in The Press and Foreign Policy, !/

#0press1 may not be successful much of the time in tellin2 peto thin3, but it is stunnin2ly successful in tellin2 its rea%ers w

*#%!' )*cCombs, "++4-

Lan2 5 Lan2 in The Mass Media and Voting, !//

#$he mass me%ia force attention to certain issues6 they arepresentin2 ob7ects su22estin2 what in%ivi%uals in the mass sabout, 3now about, have feelin2s about8' )*cCombs 5 9haw


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The Agenda-Setting Functin O!"a## "edia "CCO"$S % SH

#While the mass me%ia mayhave little in;uence on the%irection or intensity ofattitu%es, it is hypothesi


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KEY COM


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AGENDA SETTING:

P+$LIC HEALTH APPLICATION

*any uses aroun% the worl%= e828 anti(smo3in2, shapicare reform8

>ones et al8 )"++/-?

Role of a2en%a(settin2 in mass me%ia role in encoura2ibreast cancer screenin2 behavior

.oth the youn2er an% mi%%le(a2e% women who reportea news ma2a


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C O " " + N I C A T I OP E R S + A S I O N

" A T R I , PRIMARY THEORIS T:

" 3 3 " $ M&G% " 'e


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CO""+NICATION-PERS+ASION "ATRI,:

THEORY OVERVIEW

Anformation &ersuasion *o%el )A&*-? factors in;uence choice External )e828 cost-

Anternal %irective )e828 attitu%es, beliefs-

Anternal %ynamic )e828 %emo2raphic-

*cBuires Communication &ersuasion *atrix )C&*-? focuses on

factors

Communication inputs an% persuasion outputs

Dia2nostic chec3list for campai2n %esi2ners to %etermine persu

capability of campai2n

Recommen%e% for? mass me%ia campai2ns, wi%er au%ience, wi%

health issues

Criticism?

9e@uential output steps


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EY CO"PONENTSAnput Communication ariables

14 S#%'&ecre%ibilityinternali


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O%!9%! Pe'(%("#n P'#&e((S%$$'

Exposure

&rocessin2

Learnin2

Giel%in2

.ehavio

r


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P+$LIC HEALTH APPLICATION

*o%el an% chec3list for

%evelopin2 communication

campai2n

.ator 5 Cial%ini )"+++-? $heapplication of persuasion theory to

the %evelopment of eective

proenvironmental public service

announcements8

Iu%ience li3in2 messa2e vs8bein ersua%e% to chan e


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R E V I E W

agenda setting & mcguire's input output matrix

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