Taken from: http://a123.g.akamai.net/f/123/12465/1d/media.canada.com/45f711ce-15a3-4c83-a99b-8f22ad9399d7/china-milk0919.jpg?size=l
At the very beginning of the China milk scandal, the repeated coverage of the milk scandal is a clear indication of the Agenda Setting Function Theory.
By repeating the news coverage, the audiences are primed to believe that this issue warrants more attention and importance. According to the theory, audiences who are affected by the issue addressed would have limited effects.
Taken from: http://www.smh.com.au/ffximage/2008/09/17/china_milk_wideweb__470x306,0.jpg
However, in this particular case of the China milk scandal, audiences who are affected by the issue discussed would have experienced a greater effect because they consumed those products and are worried about their health. On the other hand, people who did not consume the tainted products would just avoid the products.
Taken from: http://www.flickr.com/photos/limon-art/546485135/
The use of many mediums such as the newspapers, the television, the internet and the radio gives the impression to the public that the news reported is so important that it is required to be on all mediums available. This underlying message due to the use of different mediums is a good example of the Media Determinism Theory.
From their coverage of the news, the media is warning the general public of the tainted food product. This of course prevents further consumption of the tainted dairy products and save the general public from further harm.
At the same time, they are also boosting the image of the press. Their immediate coverage and dissemination of the news shows the efficiency of the press and that they report for the best interest of the public. By doing so, they are creating an influence gradually which can be seen in the Cultivation Theory.
Taken from: http://www.flickr.com/photos/adforce1/2080289575/
Since we only have one press in Singapore and the government owns it, our perspective of the real world is very much shaped by them, a testament to the Media Hegemony Theory. Adding on to that, we are inclined to think that the government is always right and act in the best interest of Singapore. Thus, bulk of the Singapore population has a homogenous overview of the world. This homogenous view increases people acceptance of messages presented in the media.
All these theories ultimately convey a very strong message to the public and also to the benefit of the media. The media in Singapore is doing a fantastic job in covering news that is directly related to us, but should we be totally reliant on the local news? Or should we subscribe to other channels to broaden our perspectives?
