Agenda Setting Theory

     Following up on the Cultivation Theory, The Agenda Setting Theory follows similar attributes.  This theory shows that the news medias agenda determines the public’s agenda.  We the viewers tend to look to the news media to cue us as to where we should focus our attention.  The media doesn’t necessarily tell us what to think, but rather tell us what to think about; it not only influences what we think about, but also how we think about it.  Food industries want to preach about how their products are fresh and organically grown while pharmaceutical companies propose that their drug is the most beneficial, insurance companies advertise they are the best for life insurance.  I feel that not only are media outlets sharing ads that are swaying us to think a certain way, but underlying them with a hint of fear; leaving us with thoughts of with out this I could contract this etc.  The media may not only tell us what to think about, they may also be telling us how and what to think about it and perhaps even what to do about it.  This all contributes to the effect on behavior towards our economy, food, travel, and everyday living.

Cultivation Theory

According to Cultivation Theory, television viewers are cultivated to view reality similarly to what they watch on television.  No one-television show gets credit for this effect. Instead, the medium of television gets the credit.  Television shows are mainstream entertainment, which are easily accessed, and usually smoothly understood.  They provide a means by which people are socialized into the society.  Television seeks to show and reinforce commonalities among us, so those who regularly watch television tend to see the world in the way television portrays it.  Compared to actual demographics, women, minorities, upper class, and lower-class people are under-represented on television shows. At the same time, the percent of people who work in law enforcement and violent crime are over-represented. People who are heavy watchers of television process this information and believe that the world is a dangerous, scary place where others can't be trusted.  Heavy television watchers also confuse the differences between social groups such as the poor and the rich, urban and rural populations, and different racial groups.   Not everyone is successfully cultivated by television. Those who watch little television are not affected. Likewise, people who talk about what they see, especially adolescents who talk with their parents, are less likely to alter their view of reality to match what they see on television. 

Cultivation Theory, I feel, is very valid.  Everyday we are exposed to numerous advertisements, whether on television, newspaper, Internet etc.  Regardless of what media is presenting the ad, the end goal is to inform, persuade and hopefully influence its viewer to lean towards a certain cause or product.  As a designer, it is part of our jobs to create new and innovative ways to create, produce and disseminate this information.