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The president calls a press conference
the media report about the event
it becomes part of the public agenda

OR

a story appears in the news
the public becomes irate or concerned about the issue
the issue becomes part of the policy-makers' agenda
that leads to the passage of some kind of legislation

• the media has an effect on congnitive levels without affecting predisposition

• the media shapes top-of-mind presence regarding issues

We are creatures of habit. The study of getting anything new adopted.

Dr. Everett Rogers

word of mouth is very important

innovators, early adopters, early majority, nonadopters

Everett Rogers

1. All-issue publics - active on all issues
2. Apathetic publics - inattentive and inactive on all issues
3. Single-issue publics - active on a limited number of issues
4. Hot-issue publics - respond after becoming exposed to an issue