Theory relevance in association with the rapidly evolving new media is a broad and constantly changing area of study. As society evolves with the changes in technologies and media, how relevant are theories from years ago. One of the largest areas of new media is the Web; there have been drastic changes which consist of the user, content and access technologies. In relation to changes in the Web, mobile communications have evolved with the expansion of technologies and society. As these media outlets have expanded have they affected the relevancy and pertinence of mass communications theories as a capable measure of media affect on society.
This research will concentrate on two theories, agenda setting and two step flow, in relation to the new media technology of the Web and mobile communications. Agenda setting, according to McCombs and Shaw (1972), is the theory that the media control the transfer of salience from one issue to another. With the rapidly changing media, a theory based upon asserting information to form an agenda and influence others is seemingly very relevant to technology that has a global reach, which both the Web and mobile communications have available. In a definition provided by Baran and Davis (2006), “two-step flow theory is the idea that messages pass from the media, through opinion leaders, to opinion followers” (p.140). Since this theory is based upon messages passing through media it is necessary to understand the condition of the media outlet and if it is pertinent in determining what, if any, effect occurs in relation to theory relevance.
The following research questions are suggested direction for this paper, through more thorough research questions of a deeper caliber may be utilized for this paper.
Research Questions:
1. Are the theories of agenda setting and two step flow impacted by the substantial changes in new media technologies, if so how?
2. How do the theories of agenda setting and two step flow apply to the Web?
3. How are the theories of agenda setting and two step flow relevant to mobile communications?
Some of the resources I intend to use include:
Baran, S. J. & Davis, D. K. (2006). Mass Communication Theory Foundations, Ferment, and Future (4th ed.). Belmont, California: Thomson Wadsworth.
McCombs, M. E. & Shaw, D. L. (1972). The agenda setting function of mass media. Public Opinion Quarterly, 36, pp. 176-187.
Rogers, E. M. & Dearing, J. W. (1987). Agenda setting research: Where has it been, where is it going? In James A. Anderson (Ed.), Communication Yearbook 11, pp.555-594. Newbury Park, CA: Sage.
Katz, J. E. & Sugiyama, S. (2005). Mobile phones as fashion statements: The co-creation of mobile communication's public meaning. In R. Ling & P. Pedersen (Eds.), Mobile communications: Re-negotiation of the social sphere (pp.63-81). London, UK: Springer.
