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Agenda setting theory

Agenda setting theory is originally formulated in 1972 by Maxwell McCombs and


Donald Shaw. This theory explains the relationship between how the media places emphasis on
issues and the impact the audiences attribute to those issues. The theory expresses that media
decide the striking nature of issues in general society cognizance. Specialists have extended the
theory to elucidate how media may decide what point individuals think about, as well as how
they think about them. This has had a significant impact, not just on mass correspondence and
political correspondence research, additionally on the improvement of different hierarchical
correspondence, influence, and dispersion of-advancements speculations (Littlejohn, 2009,
"Agenda-Setting Theory").
Diamonds have typical as opposed to useful worth, having been socially built through
showcasing to virtue, quality and long lasting love. But what do we really know about the harm
that comes with for the sake of a shiny stone? The controversial film Blood Diamond featuring
Leonardo DiCaprio that was released in 2006, focuses on the diamond exchange that financed
the Sierra Leones civil war. It depicts crimes that are said to be linked to diamonds such as rape,
abduction, and forced labor. The film distorts the symbolism of diamond in the American culture
it symbolizes greed, violence and ignorance. The movie suggests that American consumers
must assume responsibility and understanding on how diamonds are procured. It aims to reach
the consumers and inform them with the harmful effects of their purchasing decision. It
reinforces personal obligations in making moral choices (Sharma, 2012).

The final slide of the film inform viewers that 40 countries are working together to put a
stop with the conflicts that comes with trading diamonds. Illegal diamonds are still finding its
way to the market and consumers have the power to stop this. The motion picture suggests that
settling on educated purchase decision is redemptive, and that customers can make amends for
the wrongdoings by dismissing the systemic debasement that has polluted their material comfort.

Reference
Littlejohn, S. (2009). Encyclopedia of Communication Theory. Retrieved from SAGE
Knowledge. http://sk.sagepub.com.contentproxy.phoenix.edu/reference/
communicationtheory/n12.xml
Sharma, R. (2012, December). News on the rocks: Exploring the agenda-setting effects of Blood
Diamond in print and broadcast news. Media, War and Conflict, 5(3). SAGE Journals.
http://mwc.sagepub.com.contentproxy.phoenix.edu/content/5/3/239.full.pdf+html