The reading made me think more about PR theory/practice in that news stories can be, to some extent, scripted (Agenda Setting) and also how audiences can in fact model their behaviour based on how others act (Social Learning Theory).
Both of these points are very much evident in today's society. Social Learning Theory suggests people will compare themselves to people and images they perceive to represent realistic goals (Botta, 1999). This comparison might be a positive and provide individuals with a goal to reach. It can also have a negative effect on an individuals self perception.
Research has shown adolescent girls/women to compare themselves to media images of thin models and actresses, which has led to eating disorders. 'Media variables accounted for 16% of the variance for bulimic behaviors' (Botta,1999:22).
I think it is important for PR practitioners to consider just how influential their messages can be to a particular audience.
After thinking about Agenda Setting and Social Learning Theory, I came to realise they could bear some similarity. For example, agenda setting suggests the 'news media do not tell you what to think, they strongly influence what you think about' (Johnston and Zawawi, 2004). Therefore, if the media publish images of famous, thin models/actresses on the front covers of magazines, they could in fact be influencing how audiences perceive themselves. Audiences might then compare themselves to the models and think they need to be thin to be happy/successful.
I think the key points to remember from this week's reading were how influential PR practitioners can be, and also that there are many different perspectives a certain message can be communicated to publics.
(I have posted a comments on
http://cmns1290nicolemagriplis.blogspot.com/ and http://cmns1290alexandranorman.blogspot.com
Both are well worth reading!)
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2 comments:
Kellie.
You raise some excellent points throughout this blog. The link you have suggested between Agenda Setting and Social Learning Theory is something that did not immediately occur to me personally. However, after reading your blog I have absolutely no idea how I missed it. The example you gave of "skinny celebrities," was both relevant to the topic at hand and prominent in today's society. To be honest, I am surprised it only makes up for 16%.
Overall, I have to say that I have definitely learnt something from reading this entry. Thanks!!!
Kellie,
I found your blog to be very insightful and loved how you contextualised the social learning theory to modern-day adolescent girls and women.
I completely agree with you statement outlining just how influential public relations practitioners can be. It is a huge responsibility, and therefore ethics should me maintained at all times.
This blog made me think more about the topic and how the social learning theory relates to the outside world.
Well done and thanks,
Gabby
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