In Communication Theory many different models must be considered to have a well-rounded and functional understanding of mass media. Two of these theories are Agenda-Setting and Uses and Gratifications.
The Uses and Gratifications Theory places more focus on the consumer, rather than the message that is being relayed. Analyzing what people do with the media that they are fed is more useful to this model than what the media can do to an audience. In this model the audience take an active role in their relationship with media.
In the Agenda-Setting Hypothesis the media steers it’s audience in the direction of what to consume as information. The media does not tell you WHAT to think, but the things to think about it. This model offers opinion leaders to influence and interpret the information presented by the mass media. This provides a credible source to ensure the message. This can have limited effects.
These two theories are related in the sense that neither is a propaganda-style model. Both models leave the ultimate response to media up to the consumer. The Uses and Gratifications Theory is a popular approach to understanding mass communication and mass media because it focuses on the way the audience consumes the message. Agenda-Setting Theory is an example of how the media works to shape public interest, though the audience interprets it according to their own beliefs ultimately.
Public Relations Practitioners are present in both models, but more prevalent in Agenda-Setting, where their ideas and campaigns will eventually affect the consumer opinion. In Uses and Gratifications Theory the audience and media have more of a mutual relationship. In Media Dependency the audience will trust the authority of mass media in accordance with lack of personal knowledge. PR practitioners will also be much more prominent in crisis or emergency situations, where the professional can shape or tone the content.
