Critically analyse the role of media in shaping public policies and public opinion.

The role of the media is to transmit the reality and uncover the underlying facts of things. Changing the mentality of the people through media to be more permissive, understanding and educative is a very difficult task. Audiences form their beliefs and attitudes, either by themselves or with others, in response to media messages. The level of influence of media varies, however, and messages from the media are not received uniformly by all audiences.

Direct experience, knowledge from other sources and logic are a few factors that contribute to the degree to which audiences accept or reject messages from the media. The media has a massive responsibility in providing factual coverage that does not perpetuate myths or stereotypes, encourage generalizations or spread misinformation.

The agenda-setting theory is the primary emphasis on shaping public opinion. Pertaining to the news, there has been a phenomenal nationwide decrease in local news networks and papers and an increase in national news networks and papers. If a news item is covered more frequently, especially on national news, the audience will regard the issue as more important.

According to Lumen Learning, “Two basic assumptions underlie most research on agenda-setting: One, that the press and the media do not reflect reality, they filter and shape it; and two, that media concentration on a few issues and subjects leads the public to perceive those issues as more important than other ___ ___ ____ _____ ____ _______ ________ _____ ___.
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