Key terms: Gatekeeping: In which the media controls the flow of information disseminated to audiences and thus determines a dominant or preferred reading of any given issue. Priming: In which some issues are given more coverage and others are ignored or minimised. Framing: Behavioural or attitudinal strategies and/or outcomes that are due to how a given piece of information is being framed in public discourse.

The clip is from the Daily Show on February 1st. For the specific part of the video that deals with gatekeeping. Gatekeeping is one of the oldest and most expansive powers of news media. Through gatekeeping, news media can determine what information we possess and which topics are relevant. In this clip from the Daily Show, Jon Stewart shows the highlights of President Obama's press conference with GOP leadership. During the conference, Republican leaders challenge Obama with difficult questions and he responds with wit, never losing his composure. As Jon points out, MSNBC and CNN both covered the press conference from start to finish. But Fox News chose to cut into the coverage halfway through, and interrupt for commentary. Clearly, Fox knows about their audience and what they want to hear. Given that Fox News is notorious for their conservative ideology, they clearly made a choice not to air the President's Q+A in its entirety because they didn't want viewers to hear the President's defense of his recent decisions. This is an example of both gatekeeping and perceived bias in news coverage as we have discussed previously in class.

It’s acronym time! What is the acronym to remember our communication theories and models?

BACSR2U

Communication models B A R 2 U C S Bullet theory Agenda setting theory Cultivation theory Semotic theory Reinforcement theory 2 step flow theory Uses and Gratifications theory

BACSR2U Communication models B A R 2 U C S Bullet theory Agenda setting theory Cultivation theory Semotic theory Reinforcement theory 2 step flow theory Uses and Gratifications theory Meaning exists in a text and is waiting to be uncovered Linear Model Sender => Message => Receiver

BACSR2U Communication models B A R 2 U C S Bullet theory Agenda setting theory Cultivation theory Semotic theory Reinforcement theory 2 step flow theory Uses and Gratifications theory Semiotic Model Meaning arises from the interaction of a text with a reader. Interprestation depends on the social context, beliefs, morals etc.

SPEED DATING!! The goal of this speed dating is to learn about the communication theories from your peers.

SPEED DATING!! Person 1: (5 mins) Explain your communication theory: a. the contention b. example that supports this theory Person 1/2: (2 mins) Discuss the theory with person 2 asking questions. Person 2: (5 mins) Explain your communication theory: a. the contention b. example that supports this theory Person 1/2: (2 mins) Discuss the theory with person 1 asking questions. Person 1/2: Write notes in your table.

Comparing theories

Agenda Setting theory 2 step flow theory

Communication theories and models aim to provide some explanation of the complex relationship between the media and its audience. Explain two communication theories or models and discuss their similarities and/or differences.

Communication theories and models aim to provide some explanation of the complex relationship between the media and its audience. Explain two communication theories or models and discuss their similarities and/or differences. …the main difference between these two theories is that Semiotic Constructivism pertains to the area of consumerism to do with why an audience receives a text, while the Agenda Setting Function Theory discusses what the media is doing to an audience. Both models assume an active audience, with individual ideas, but not impervious to influence, as the audience of Semiotic Constructivism will be effected by the codes they find in the media, and that of the Agenda Setting Function Theory will be told what to think about.

Communication theories and models aim to provide some explanation of the complex relationship between the media and its audience. Explain two communication theories or models and discuss their similarities and/or differences. The two reception theories Uses and Gratification and reinforcement both are based on the idea that communication is what the audiences do with the media. They both state that audiences are active and that they able to negotiate their own meaning. While uses and Gratification states audiences are not influenced very much at all by the media as they choose what to consume, Reinforcement states that they are equally influenced by socialising agents and those around us as the media. Both theories rely on pre-conceived values however, as Reinforcement states that the media is only influential if it introduces a new concept and Uses and Gratification ignores how people will not always pay full attention to what they consume (intermittent consumption).