Page 11 - PR Communication Age - JUNE 2016

Media have been providing updates Opinion leaders are those whose opin- not be ignored easily and it has to be
and this is obvious to a person who ion have a say and these people are taken into account .Overseas countries
takes a look at what is going on in his powerful citizens in a society. Opinion as well as people of that country who
society. leaders pass on views to various con- travel overseas read and look at me-
stituents of a society as mass media do dia to know the happenings in a coun-
What media has to do ? not reach audiences directly according try.
to Paul Lazarfeld. He says in his two
Media has to provide more accurate step theory that media reach opinion Overseas media play leading role in
information on what's going on in our leaders who in turn communicate to creating influence on people who are
environment and keep a watch on audience directly. abroad as CNN BBC and Al Jazeera as
changes. Social changes are taking well as other channels have emerged
place constantly and we need to know Thus public opinion plays a great role in a long way in influencing people
of such changes to keep ourselves pre- in deciding events and shape of things every where. Turkey's bomb attacks as
pared. Media need to highlight to come and public opinion has great well as curbs on media, Paris and Bel-
changes and what is happening to vari- impact on people's beliefs and atti- gium terror attacks have all dominated
ous participants in any given society so tudes. Today in America, democrats CNN as well as other channels.
that people can be prepared to change may lose the presidential election and
accordingly. Republicans may win because of pow- Media have been playing powerful role
erful public opinion wave is sweeping in exposing corruptions, scandals and
The agenda setting function of media in favor of Republicans. have exposed affairs as Water Gate af-
cannot be ignored easily and media fair, Bill Clinton's supposedly affair with
report the important issues to receive Media and Public Opinion White House intern Monica Lewinsky
people's attention from time to time. role in a country's over and many other shady deals in the US
seas influence and make politicians come clean on
Media and Public Opi- many issues. Media are liberal in the
nion Media reflect public policies and pub- US and there is a very few conserva-
lic programs as mirror theory says that tive media available like Talk radio etc.
Public opinion is responsible for win or media reflect societal ongoings and and are with people.
a loss in elections and media plays a social changes taking place in a society.
powerful role in molding of public opin- People know many things from media Media in other countries as Nigeria and
ion. With public opinion you can do and people outside of a country too India are partly free and when BJP or
anything and almost everything and come to know Janatha Party rules media are more
without public support you cannot do many things from
many things. (Amos2005) Public opin- media. Outside
ion plays a leading role in a country's citizens can gauge
national and international affairs in public opinion
making a country right or wrong for easily from media
people to decide. and can act ac-
cordingly to sup-
Public opinion is shaped by many things port a party in
and media are among them in pre- power or outside.
senting a public image to one and all.
It is created by a government's policies As said earlier,
and actions, public sentiments about agenda setting
this government, media, politicians role of media can-
and opinion leaders.

"Next to doing the right thing, the most important thing is to let people know you are doing the right thing."

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