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Media influence or media effects are used in media studies, psychology, communication theory and sociology to refer to the theories about the ways in which mass media and media culture affect how their audiences think and behave. == Framing == The agenda-setting process is arguably an unavoidable part of news gathering by the large organizations which make up much of the mass media. (Four main news agencies — AP, UPI, Reuters and Agence France-Presse — together provide 90% of the total news output of the world’s press, radio and television).〔New Internationalist Magazine. June, 1981.(The Big Four ) Retrieved 02 Mar 2013〕 According to Stuart Hall, because some of the media produce material which often is impartial and serious, they are accorded a high degree of respect and authority. However, in practice the ethics of the press and television are closely related to that of the hegemonic establishment, providing vital support to the existing order. Therefore, he says, independence is not "a mere cover, it is central to the way power and ideology are mediated in societies like ours."〔Hall, Stuart. 1973. ''Encoding and decoding in the television discourse.'' Birmingham, England: Centre for Cultural Studies, University of Birmingham〕 According to this approach, the public is bribed with popular radio, television and newspapers into an acceptance of the biased, the misleading, and the status quo. The media are not, according to this approach, crude agents of propaganda. They organize public understanding. However, the overall interpretations they provide in the long run are those most preferred by, and least challenging to, those with economic power. Greg Philo demonstrates this in his 1991 article, "Seeing is Believing", in which he showed that recollections of the 1984 UK miners’ strike were strongly correlated with the media presentation of the event, including the perception of the picketing as largely violent when violence was rare, and the use by the public of phrases which had appeared originally in the media.〔Philo, Greg. July, 1990. ''Seeing Is Believing''. British Journalism Review vol. 1 no. 4 58-64〕 McCombs and Shaw (1972) demonstrate the agenda-setting effect at work in a study conducted in Chapel Hill, North Carolina, USA during the 1968 presidential elections. A representative sample of un-decided voters was asked to outline the key issues of the election as it perceived them. Concurrently, the mass media serving these subjects were collected and their content was analyzed. The results showed a definite correlation between the two accounts of predominant issues. "The evidence in this study that voters tend to share the media's composite definition of what is important strongly suggests an agenda-setting function of the mass media." (McCombs and Shaw). 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Media influence」の詳細全文を読む スポンサード リンク
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