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Theory Essay #1 - Sherilyn C. Ramos

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Sherilyn Ramos

1) The document discusses two communication theories - agenda setting theory and cultivation theory - and applies them to analyze protests against the Philippine president after 44 police officers were killed. 2) Under agenda setting theory, the media determined the public focused their concerns on finding someone to blame for the deaths, leading some to protest against President Aquino. 3) Cultivation theory suggests heavy TV watching shaped people's perceptions that activists are loud and disruptive, and the world is generally dangerous, as reflected in a conversation overheard on a jeepney.

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Sherilyn C. Ramos Advanced Communication Theories BACR 2 -1 Prof. Kriztine R. Viray Introduction I was on my way to school last Tuesday when I encountered a real heavy traffic that made my 1 and a half trip to 3-hour trip. The time was only after rush hour but still I thought I was having a rush hour ride. The jeepney moves like a snail and was not much in a hurry when we passed Mendiola at University belt. There was having an anti-government rally and most of the rallyists were screaming "Noynoy ibaba sa pwesto" and something like "Noynoy alisin sa pagkapresidente" all with matching colorful placards and burned something made of woods. It has been a tragic start of the year for the Filipinos this 2015 last January 25th, Sunday. The Filipinos not only nationwide but also around the globe all mourned to the loss of wasted heroic lives of our policemen in particular the Special Action Force (SAF) troopers that made battle just to arrest the high-ranking terrorists staying in Tukanalipao, Mamasapano, Maguindanao. Unfortunately, the mission led to a clash between the SAF and the BIFF (Bangsamoro Islamic Freedom Fighters) along with the MILF (Moro Islamic Liberation Front). The SAF who are aiming to just serve the warrant arrest were unfortunately have lost the battle against the terrorists trying to influence our territory.
After the story was painstakingly leaked in news and media and the mourning of the passed policemen, the politicians and the mass people have started to pinpoint names and blame specific people due to the careless treatment and negotiation between the government and the troopers before and during the clash. The names of the former PNP Chief Alan Purisima, Paquito Ochoa, Jr. and even the respectable President Benigno Aquino III have all plopped along with the reason and the people should blame of the battle. Unlike the names of Purisima and Ochoa diminished a little, the being irresponsible of PNoy regarding the clash only just strengthen. Some Filipinos want and desperate to make President Aquino involuntary or voluntary to resign to his position as the president of the country. The activists all made up their mind that they were all sick of the uselessness of PNoy especially to the recent news about the Fallen 44. Some people think PNoy has something to do with the clash and some are just have nothing patience left to still tolerate the irresponsive of the president. I, on the other hand, can say my critique is neutral. I tried to apply the theory of Agenda Setting to these protests and rallies. And in some point, it suited well. Agenda setting is a theory whereby 'the mass media determine what we think and worry
about' (Walter Lippmann, 1920). Lippmann is the founder of this theory and he says that the media is conquering our imagination and perception in which resulted that we are more reacting to what media tries to inject pictures in our minds than to the actual and existing pictures we have in reality. He believes that we are more likely to respond to the pictures in our head than to the current depiction in front of us. After the tragic event in Maguindanao, the media decided to tell us what happened to the battle as well as how and why our policemen were killed. Of course, it is their job to tell the people what happened in Mamasapano honest and complete. And they delivered the story just what it was supposed to be. The story was very shocking, distressing, and unfortunate so we expected it was really tragic news. The audience or viewers have no choice but to accept the kind of theme the media inserting and picturing in our heads. The word violence dominates the heads of the viewers in which resulted that people try to find answers and who to blame for the loss of 44 worth-living people. In search of answer, some got the idea that maybe there's a discrepancy happened between the battle and the government. The government who looks like they dont care of what happened because they only cares about their money. From the image of the news the media have given us, they accepted the fact that there have been murdered people so they try to find answers why it was happened. For those who dont have clear understanding, they try to find answers by blaming President Aquino. They started to make protests and rallies with their goal of resigning PNoy.
Agenda setting is said to be that because this is what we need to know, the media made us believed that this is what happened to Mamasapano and there's a chance there was a foul play performed by the government. And the influence it made to people is to make protests and rallies against the government because we believed of what the media tells us and our role is what were going to respond. We really don't know what is happening at remote places if it wasn't only because of the talks of media. Our knowledge about our surrounding is served by the media and the world we exist is largely based on what media want to tell us. However, there's also this theory that after we believe on what the media is telling us, we are forming beliefs that the world is a scary and mean world. Proposed by George Gerbner, unlike media as the primary concept of agenda setting, cultivation theory is responsible that watching television shapes our perception of social reality. The more we are exposed of watching television, we are highly believed the message it gives us is true. After seeing the protesters and knowing that Im already immune to such rallies because of the University I belonged to, we passed the Mendiola all safe and curious. The passengers I was with are whispering and making comments about the activity they had just seen. Iyang mga aktibista ay wala naming silbi sa lipunan. Pilit nilang sinisigaw mga hangarin nila at gustong mangyari sa gobyerno kahit na sila nga ay hindi maiayos ang sarili. Sila na lang kaya tumakbo sa pagiging presidente?
We are all indulged with watching television since we are children up until now because technologically speaking, watching television is the main source of entertainment we have in our house. Id even remember when I was in grade school answering the autograph notebooks of my classmates when it comes to hobbies. I had always written watching television as one of my favorite hobbies. I admit that I have been a heavy viewer especially in summer days when I have nothing else to do. From 7 oclock in the morning down until I finished watching my favorite koreanovela in 5 oclock in the afternoon, I watched nonstop television. Studying this theory got me and thought I can relate my experience in it. I have experienced watching news with full violence to the point the news anchor was asking for the approval to report it. The news was about Fallen 44 again. The media displayed a lot of violence pertaining to what happened in Mamasapano. After it was reported, they discussed the impact it effected here in urban place. Already talked over earlier, some people think it has something to do with the president. Now after what they have seen in television, it led people to make rallies against PNoy because they formed this belief that PNoy can also be the one of many people should blamed of. With the background I have in watching television, I already have an illustration in my mind that protesters, rallyists, and activists are all loud, wild, war freak and discontented people, and it will never crossed my mind to be one of them even if my school has lots
of those kind of people. These are the characteristics the television has given us about activists and introduced in our mind that they are nothing but just that characteristics. I believed it is true and if not, I still dont want to find out the truth because I think it is riskyit is like you are joining a fraternity and theres no way to back out. It was not my intention to eavesdrop to the conversation of the 3 passengers I was with inside the jeepney, but their voices are just too loud you have no choice but to hear it as well. The cultivation theory suits them well. I concluded that they maybe are heavy viewers because they put a closed mind that activists are all negative people. It was all the television is describing the activists that they were all war freak, loud and most are anti-government. I have to say that the theory of cultivation was applied to the 3 passengers that what they see on television, they are more likely to believe that it is true. The television says that activists are loud and wild people so the effect is the 3 passengers believed activists are really loud and wild people. Our section had a studio tour last Thursday in Eat Bulaga and Jomarour president instructed us to go there very early in the morning preferably before 3am of Thursday due to the large number of peopleother thanus will go there too. We must reserve our slots earlier the better. I and my friends decided to go there as early as 11 oclock in the evening of Wednesday. I was already packing my things inside my bag when my mother noticed me: Saan ka pupunta at gabing gabi na? she asked me curiously. She already approved that Im going to Eat Bulaga but I forgot to tell her I am going at the evening before the exact day. Aalis ka nang ganitong oras? Hindi mo ba naisip na delikado na sa labas? Maraming masamang tao ang nagkalat ngayon sa kalsada. Baka kung ano pang mangyaring masama sa yo. I asked her whats the problem with going out in the evening then she answered Hindi ka ba nanonood ng tv? Maraming binabalita ngayon na mga babaeng narerape dahil gabing gabi na, nasa labas pa. Gusto mo bang mangyari yun sa yo? Oh mothers.
At first I dont know whats the big deal about going out in the evening but after I have read the cultivation theory, I must say that my mother is also a victim of cultivating that the world is a scary, mean and described violent habitation. I must say that she is exposed in watching dramas, news and even cartoonsall products of televisionthat she adapted that the social reality or the world is a mean place. Conclusion In writing this essay, I have focused to the theories existed at the activists made by the news about the clash in Mamasapano. In addition, the effect it made in the urban place as well as the aim of people to resign PNoy. The theories I applied are Agenda-Setting theory proposed by Dr. Max McCombs and Dr. Donald Shaw that suggests "ability [of the news media] to influence the salience of topics on the public agenda." (McCombs & Reynolds, 2002) and established by George Gerbner, Cultivation theory is shaping our perceptions and ideas that what we see on television is true and consider as the social reality of the world. Thus, the world is a susceptible violent place.

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Theory Essay #1 - Sherilyn C. Ramos

  • 1. Sherilyn C. Ramos Advanced Communication Theories BACR 2 -1 Prof. Kriztine R. Viray Introduction I was on my way to school last Tuesday when I encountered a real heavy traffic that made my 1 and a half trip to 3-hour trip. The time was only after rush hour but still I thought I was having a rush hour ride. The jeepney moves like a snail and was not much in a hurry when we passed Mendiola at University belt. There was having an anti-government rally and most of the rallyists were screaming "Noynoy ibaba sa pwesto" and something like "Noynoy alisin sa pagkapresidente" all with matching colorful placards and burned something made of woods. It has been a tragic start of the year for the Filipinos this 2015 last January 25th, Sunday. The Filipinos not only nationwide but also around the globe all mourned to the loss of wasted heroic lives of our policemen in particular the Special Action Force (SAF) troopers that made battle just to arrest the high-ranking terrorists staying in Tukanalipao, Mamasapano, Maguindanao. Unfortunately, the mission led to a clash between the SAF and the BIFF (Bangsamoro Islamic Freedom Fighters) along with the MILF (Moro Islamic Liberation Front). The SAF who are aiming to just serve the warrant arrest were unfortunately have lost the battle against the terrorists trying to influence our territory.
  • 2. After the story was painstakingly leaked in news and media and the mourning of the passed policemen, the politicians and the mass people have started to pinpoint names and blame specific people due to the careless treatment and negotiation between the government and the troopers before and during the clash. The names of the former PNP Chief Alan Purisima, Paquito Ochoa, Jr. and even the respectable President Benigno Aquino III have all plopped along with the reason and the people should blame of the battle. Unlike the names of Purisima and Ochoa diminished a little, the being irresponsible of PNoy regarding the clash only just strengthen. Some Filipinos want and desperate to make President Aquino involuntary or voluntary to resign to his position as the president of the country. The activists all made up their mind that they were all sick of the uselessness of PNoy especially to the recent news about the Fallen 44. Some people think PNoy has something to do with the clash and some are just have nothing patience left to still tolerate the irresponsive of the president. I, on the other hand, can say my critique is neutral. I tried to apply the theory of Agenda Setting to these protests and rallies. And in some point, it suited well. Agenda setting is a theory whereby 'the mass media determine what we think and worry
  • 3. about' (Walter Lippmann, 1920). Lippmann is the founder of this theory and he says that the media is conquering our imagination and perception in which resulted that we are more reacting to what media tries to inject pictures in our minds than to the actual and existing pictures we have in reality. He believes that we are more likely to respond to the pictures in our head than to the current depiction in front of us. After the tragic event in Maguindanao, the media decided to tell us what happened to the battle as well as how and why our policemen were killed. Of course, it is their job to tell the people what happened in Mamasapano honest and complete. And they delivered the story just what it was supposed to be. The story was very shocking, distressing, and unfortunate so we expected it was really tragic news. The audience or viewers have no choice but to accept the kind of theme the media inserting and picturing in our heads. The word violence dominates the heads of the viewers in which resulted that people try to find answers and who to blame for the loss of 44 worth-living people. In search of answer, some got the idea that maybe there's a discrepancy happened between the battle and the government. The government who looks like they dont care of what happened because they only cares about their money. From the image of the news the media have given us, they accepted the fact that there have been murdered people so they try to find answers why it was happened. For those who dont have clear understanding, they try to find answers by blaming President Aquino. They started to make protests and rallies with their goal of resigning PNoy.
  • 4. Agenda setting is said to be that because this is what we need to know, the media made us believed that this is what happened to Mamasapano and there's a chance there was a foul play performed by the government. And the influence it made to people is to make protests and rallies against the government because we believed of what the media tells us and our role is what were going to respond. We really don't know what is happening at remote places if it wasn't only because of the talks of media. Our knowledge about our surrounding is served by the media and the world we exist is largely based on what media want to tell us. However, there's also this theory that after we believe on what the media is telling us, we are forming beliefs that the world is a scary and mean world. Proposed by George Gerbner, unlike media as the primary concept of agenda setting, cultivation theory is responsible that watching television shapes our perception of social reality. The more we are exposed of watching television, we are highly believed the message it gives us is true. After seeing the protesters and knowing that Im already immune to such rallies because of the University I belonged to, we passed the Mendiola all safe and curious. The passengers I was with are whispering and making comments about the activity they had just seen. Iyang mga aktibista ay wala naming silbi sa lipunan. Pilit nilang sinisigaw mga hangarin nila at gustong mangyari sa gobyerno kahit na sila nga ay hindi maiayos ang sarili. Sila na lang kaya tumakbo sa pagiging presidente?
  • 5. We are all indulged with watching television since we are children up until now because technologically speaking, watching television is the main source of entertainment we have in our house. Id even remember when I was in grade school answering the autograph notebooks of my classmates when it comes to hobbies. I had always written watching television as one of my favorite hobbies. I admit that I have been a heavy viewer especially in summer days when I have nothing else to do. From 7 oclock in the morning down until I finished watching my favorite koreanovela in 5 oclock in the afternoon, I watched nonstop television. Studying this theory got me and thought I can relate my experience in it. I have experienced watching news with full violence to the point the news anchor was asking for the approval to report it. The news was about Fallen 44 again. The media displayed a lot of violence pertaining to what happened in Mamasapano. After it was reported, they discussed the impact it effected here in urban place. Already talked over earlier, some people think it has something to do with the president. Now after what they have seen in television, it led people to make rallies against PNoy because they formed this belief that PNoy can also be the one of many people should blamed of. With the background I have in watching television, I already have an illustration in my mind that protesters, rallyists, and activists are all loud, wild, war freak and discontented people, and it will never crossed my mind to be one of them even if my school has lots
  • 6. of those kind of people. These are the characteristics the television has given us about activists and introduced in our mind that they are nothing but just that characteristics. I believed it is true and if not, I still dont want to find out the truth because I think it is riskyit is like you are joining a fraternity and theres no way to back out. It was not my intention to eavesdrop to the conversation of the 3 passengers I was with inside the jeepney, but their voices are just too loud you have no choice but to hear it as well. The cultivation theory suits them well. I concluded that they maybe are heavy viewers because they put a closed mind that activists are all negative people. It was all the television is describing the activists that they were all war freak, loud and most are anti-government. I have to say that the theory of cultivation was applied to the 3 passengers that what they see on television, they are more likely to believe that it is true. The television says that activists are loud and wild people so the effect is the 3 passengers believed activists are really loud and wild people. Our section had a studio tour last Thursday in Eat Bulaga and Jomarour president instructed us to go there very early in the morning preferably before 3am of Thursday due to the large number of peopleother thanus will go there too. We must reserve our slots earlier the better. I and my friends decided to go there as early as 11 oclock in the evening of Wednesday. I was already packing my things inside my bag when my mother noticed me: Saan ka pupunta at gabing gabi na? she asked me curiously. She already approved that Im going to Eat Bulaga but I forgot to tell her I am going at the evening before the exact day. Aalis ka nang ganitong oras? Hindi mo ba naisip na delikado na sa labas? Maraming masamang tao ang nagkalat ngayon sa kalsada. Baka kung ano pang mangyaring masama sa yo. I asked her whats the problem with going out in the evening then she answered Hindi ka ba nanonood ng tv? Maraming binabalita ngayon na mga babaeng narerape dahil gabing gabi na, nasa labas pa. Gusto mo bang mangyari yun sa yo? Oh mothers.
  • 7. At first I dont know whats the big deal about going out in the evening but after I have read the cultivation theory, I must say that my mother is also a victim of cultivating that the world is a scary, mean and described violent habitation. I must say that she is exposed in watching dramas, news and even cartoonsall products of televisionthat she adapted that the social reality or the world is a mean place. Conclusion In writing this essay, I have focused to the theories existed at the activists made by the news about the clash in Mamasapano. In addition, the effect it made in the urban place as well as the aim of people to resign PNoy. The theories I applied are Agenda-Setting theory proposed by Dr. Max McCombs and Dr. Donald Shaw that suggests "ability [of the news media] to influence the salience of topics on the public agenda." (McCombs & Reynolds, 2002) and established by George Gerbner, Cultivation theory is shaping our perceptions and ideas that what we see on television is true and consider as the social reality of the world. Thus, the world is a susceptible violent place.