The Agenda setting Theory

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The Agenda setting Theory was introduced by Maxwell McCombs and Donald 1972. It describes a very powerful influence of the media and the ability to tell people what issues are important and what is considers newsworthy. The way they place the news or a story on a newspaper is related to the belief of people about what is important. If people saw at the first page of a something about the world cup they would think it is important even if there is an earthquake which is more important.  Agenda-setting theory is salience transfer which is the ability of the news media to transfer issues of importance from their news media to public agendas.

lobbyists

lobbyists are active people usually paid by an interest group to promote their positions to legislatures and  influence their decisions.The word lobbyist comes from the chambers in which the act of lobbying usually takes place, near legislative bodies, for instance, or even the lobby of hotels where important people are staying. A lobbyist can change public opinion through advertising campaigns or by influencing 'opinion leaders' and changing his or her employer desires. Because lobbyists are important and have a big role, Kai Ryssdal &E spent $700,000 on lobbyists last year.

The Long Tail Thoery

The Long Tail Thoery was first introduced by Chris Anderson, an editor-in-chief of Wired Magazine, in October 2004. Then it  became a book on July 11, 2006. The Theory arges  that economey is shifting away from small number  and focusing on huge numbers and audiences. In fact, there is a significant value in niche audiences. For instance, Amazon.com and Netflix are businesses applying this strategy. Also, Fatafeat is a successful channel which shows how niche audenice have a big value. The Long Tail concept has found some ground for application, research, and experimentation. The term is used in mass media, social network, business, finance, economic models and marketing.

Citizen journalism also known as street journalism who are members of the public play an important role in collecting and reporting news and information. Also it is practiced by professional and non-professional journalists. Authors Bowman and Willis say: "The intent of this participation is to provide independent, reliable, accurate, wide-ranging and relevant information that a democracy requires." Actually, the role of Citizen Journalism is very significant especially in this period of revolutions. If we don’t have Citizen Journalism, we wouldn’t be able to know what is happening in Syria and other countries since there is no freedom of speech.

The Social Expectation Theory said that people can learn habits from TV programs. They can learn values, roles, customs and norms. According to this theory it is obvious that many Arab people have been influenced by Khawater. Hints it is a unique show and one of the first shows that foreshadows a better future for Arabic societies. By expanding the Arabs’ vision of the world, correcting many falsely interpreted trends and values followed by people of Arab society and pointing significant figures of many Islamic and Arabic countries. Ahmad Al Shuqairi was successful in approaching today’s generation’s heart s and minds and leading them on the right path to build developed and well modeled societies based on high values and respected manners.  

Uses and Gratification theory helps to understand mass media. It is said that everyone understands media in different ways. It suggests that people use the media to fulfill specific gratifications. The theory also holds that audiences are responsible for choosing media to meet their needs. In the video it is obvious that each one has different interests that satisfy his or her needs such as Facebook, music, news and journalism. Although sometimes media has selective influence on individuals, the significant point of the theory is that people are who choose what satisfy their needs, so they are not victims any more.