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‘Thank you for Smoking’ the comedy. - Essay Example

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Journalism & Communication
Pages 3 (753 words)


To my knowledge, in movies agenda setting can be measured by evaluating the number of times that a particular issue is covered in the various scenes of the movie. The more the coverage of an issue in a movie, the more it is likely to draw the public attention of the viewers and influence them to react to the issue…

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‘Thank you for Smoking’ the comedy.

In my opinion, the movie “Thank you for Smoking” has applied agenda setting to capture the public’s attention on the smoking behavior, which is the issue of concern in this movie. In this movie, Nick, a lobbyist for alcohol and pro-gun association is connected to the merchants of death squad and the media paints him as a public enemy and he loses his job. In another incidence, Nick visits Jeff, a marketer and questions him about the incorporation of cigarettes in films and its moral implication. By making frequent address to the moral integrity of Jeff, Reitman poses a challenge to the public to identify the ethical concerns of cigarette smoking, which I feel is an agenda well set up.
Diffusion of Innovations
Diffusion of innovations is a theoretical explanation for the mechanisms and the speed through which information is relayed in a society set up through the available communications channels (Rogers 49). One of the major role players in the information diffusion process in the social systems is the opinion leaders who have a high level control of flow information. This category of people is close to information sources and has many followers who are willing to obtain information from them. Therefore, opinion leaders will make a judgmental decision and pass information innovatively to their followers given that they have the power to control information flow between the people. They form the category of early adopters who receive more attention from the public as opposed to laggards who form the least innovative group. Laggards are ignored by the media since they are the conservative group that adopts the innovation very late and have little followers. ...
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