It seems that we are surrounded by media every day. But have we ever considered that we are encountering media that we don’t want? I believe we have simply learned to accept what media we receive. So do we get the media we want? Or want the media we get? Media manipulates us to want the media we get. We’ve learned to work by the medias agenda. Whatever is presented to us is what we decide to accept. Media has its own agenda and is controlled more than we know. “Agenda settings refers to instances in which media coverage draws attention to an issue or event and puts it on the agenda for public discussion and debate” (O’Shaughnessy, Stadler, 2012 p. 25) When a piece of media is placed on the media agenda it is displayed on all kinds of media and social networks for everyone to see. This clearly shows us that we have to want the media that we receive because we have no choice in the matter of what the media agenda has to hold for us. We take what we want from the presented media and interpret in our own ways.
Ever noticed how lately when you watch the news it seems like nothing good is ever happening? It is only ever tragedies, wars and despair. This is simply because the media agenda has been bombarded with these national and worldwide events. We cannot avoid them so we accept them and continue to tune in the media. When a story has been covered the listeners become interested and want to know more possibly sparking them to search online only broadening the display of media being used and attracted to. This is the medias goal and they succeed every time. “The news is supposed to be objective to provide a balanced account of issues and events to air both sides of a debate, and include diverse perspectives” (p. 26) This simply means the media try’s to hold something for everyone so that there audience is of a broad spectrum. We take what we want from the presented media and interpret in our own ways, which is why I find the thought of negotiated readings so intriguing. The media is always affecting a wide range of people with the same news, but everyone will interpret it differently. This is why media has such a large power over people, whether they like the media they are receiving or not everyone sees it differently. I believe that we are forced to want the media that we get because we do not have any other choice.
O’Shaughnessy, M., Stadler J. (2012). Media and Society Fifth Edition. Victoria, Australia: Oxford.
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