In a Short Essay, List and Discuss at Least Three

question 22

Essay

In a short essay, list and discuss at least three important issues that are discussed with decision makers when a problem audit is conducted.

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Definitions:

Reinforcement Theory

Theory that suggests that audiences seek messages in the media that reinforce their existing attitudes and beliefs and are thus not influenced by challenging or contradictory information.

Agenda-Setting Theory

Theory that the media can set the public agenda by selecting certain news stories and excluding others, thus influencing what audiences think about.

Two-Step Flow Model

Theory on media effects that suggests audiences get information through opinion leaders who influence their attitudes and beliefs, rather than through direct, firsthand sources.

Textual Poaching

A term from media studies referring to how audiences creatively appropriate and give new meanings to media texts, often subverting original intentions.