Mediaadvocacy plays an integral role in shaping up the policies that liein line with the information that is relayed in the news across tothe public. According to the chapter 14 analysis of the use of mediaadvocacy, journalists relay information concerning certain mattersusing three essential elements ( Lori, 2009). They include clearstatement of concern. This identifies a problem that exists andrequires an efficient mitigation strategy, for example, the presenceof drug abuse, and other cases of alcohol in campus (Lori,2009).In many occasions, these are sensitized issues that require a goodrationale for developing the clear statement of concern.
Secondly,the element of value dimension is equally important. When we talkabout value dimension, we infer to the greater extent of comparativeanalysis, which identifies different factors in a setting. An examplethat best fulfills this involves developing a topic on the threat ofstudent life and provision of the ample environment. Lastly, policyobjective is equally an important element considered by thejournalists. In many cases, it is action oriented. For example,elimination of happy hours in the bars near the campuses. The elementalso acts as a determinant for its fulfillment.
Otherparts of the chapter validate that media plays a central role indeveloping and shaping the general outlook of news presented to thepublic. Different strategies are employed in getting news (Lori,2009). Creating news is the first general approach used. It involves comingup with a topic that gains a comprehensive coverage. Ideally,creating news is aimed at coming up with new data, and differentmethodology designed to giving more insights on the new area to catchas many attention as possible. Example, in this case, is creatingnews about the new development in the technological field.
Piggybackingbreaking news is another valuable general strategy employed forgetting news. In this case, a gap is identified between an issue andthe news of the day so that effective grip is maintained with thejournalists. A more realistic story is thus created. Paying foradvertisement is equally an effective general strategy, that is meantto ensure that news is delivered without alteration (Lori,2009).Through the use of the strategy, slots for different headlines aresecured. It allows for more and effective coverage of the story inthe one-page ad. Lastly, the editorial strategies are significant asa general strategy that helps in taking positions and makingstatements regarding certain matters or different impending policiesso that appropriate affirmative actions can be taken.
Inconclusion, the three elements used by journalists in news deliveryserve an important niche in shaping the editorial desk. Also, thegeneral strategies are equally important since they provide theframework through which news can be delivered to the public. Thereare inclusivity and innovations that lie in contingency to thestrategies that are put in place by different journalists and theeditorial team.
Lori,P. U. (2009). Media Advocacy to Influence Policy. Communityhealth education methods: A practical guide.
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