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Diffusion

The media uses diffusion to spread ideas and aid in its agenda setting.
Opinion Leaders and Boundary spanners

are very important to the media at using their networks to pass on the flow of information.

DIFFUSION (Opinion leaders & Boundary Spanners) THE ACCESSIBILITY BIAS (effective because people are cognitive misers) COGNITIVE EFFECTS MODEL (A viewer already has set ideas and opinions) CHARACTERISTICS
(Relevance & Uncertainty)

MEDIA SALIENCE
(Attention, Prominence & Valence)

The Accessibility Bias


The Accessibility Bias is effective because people are

cognitive misers. We have limited resources (such as time) and cannot learn about every single subject. We also like to use heuristics or "shortcuts" when it comes to learning about topics that we may not have an interest in or are not particularly educated in.

Cognitive Effects Model


The Cognitive effects model found that the media has

an indirect influence on an audiences' attitude. A viewer already has set ideas and opinions, the media cannot do much to change those.

Characteristics
Research has focused on characteristics of audience,

the issues, and the media that might predict variations in the agenda setting effect.

McCombs Two concepts Relevance- is the first and of primary importance as an

individual will feel less dissonant if a situation or issue is

not personally relevant


Uncertainty- is the second and subsequent defining

condition of need for orientation

Media salience
3 dimensions of media salience
Attention
Prominence Valence