Role of Media and Understanding Public Relations

This report intends to describe and analyse five media stories in terms of their tone, angle and content. The news are based on Australian provinces and these examples will be evaluated in respect to a concept of mass communication, ‘Agenda-setting and framing’.

Running head: ROLE OF MEDIA AND UNDERSTANDING PUBLIC RELATIONS
Role of Media and Understanding Public Relations
Name of the university
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Introduction
This report intends to describe and analyse five media stories in terms of their tone,
angle and content. The news are based on Australian provinces and these examples will be
evaluated in respect to a concept of mass communication, ‘Agenda-setting and framing’.
Starting with an overview of various mass media outlets where investigations are performed
and the nature of audiences, this report will elaborate five different news stories to
demonstrate how one topic is pitched or framed in a different way across various media
channels.
Overview of mass media outlets and audiences
Mass media is the source from where majority of the world population get to know
various information and news of current affairs. The intention of technological platforms
related to mass media is to communicate with the wide range of people and keep them
updated with the recent incidents and activities of global importance. The most common
media platforms are daily newspapers, radio, television, magazines and internet. The public
perception of politics, entertainment, fashion and various social issues are framed by these
media platforms.
Media outlets have major impact on audiences based on which audience can be
categorised. Audiences have a fragmented nature than it used to be twenty years ago. Media
channels were limited back then. The mode of communication were radio and newspapers
mostly. However, the scenario has changed. They can be categorised as per their
technological and economic competence, location and interest. After the emergence of
internet, the information are one click away. Media platforms play crucial role in framing
public perception and as time progresses the impact of online news is increasing over
traditional outlets.

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Story 1
As reported by CNN news (Ben Westcott, 2018), Prince Harry and Meghan, Duchess
of Sussex, was landed in Sydney on 16th October, 2018 for a tour of 14 days. They
announced their expectation of having first child along with strengthening Australia’s special
place in commonwealth. Although, both of them received warm welcome from Australia yet
monarchy have to fight a difficult battle in order to win the hearts of Aussies. According to
recent public pole, the opinions are going in favour of Australian republic. Monarchy is
hardly powerful in the country, although British royal family members visited Australia
multiple times. However, Australia did not forget to show love and respect to the newly wed
royal couple yet they are in favour of a republican country rather than being under
constitutional monarchy.
An angle of progress can be spotted as positive interactions with the Aussies reveals
their willingness to confront with the challenges. A hint of new development is there as well.
Framing is how media represents the story in front of the targeted audience base. The story
has been framed neutrally presenting public views. Future agendas of Australian government
would be to push the initiative of establishing Australia as a republican country. The news
still is open for further argument, whether it is the appropriate time to welcome the republic
status or not.
Story 2
The next story tries to resolve public query regarding the probable reasons behind
news of Sydney being divided into three cities (Andrea Lo, 2018). Within a time span of two
decades Australia’s the most populated city has a desire to implement this plan. In order to
handle the problem of excessive population growth, this plan of dividing Sydney into the

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eastern harbour, central river city and western Parkland city has been approved and pitched
by greater Sydney commission already. The expectation is to promote lifestyle of citizens. As
per public opinion, most of them are happy with this initiative yet have addressed the
challenges with citizen’s psychology regarding Sydney.
This story is extremely new, thus has an angle of new development. Simultaneously,
it is an example of positive progress and as it is embracing challenges linked with proposed
plan, an angle of progress is present as well. CNN news in their online website framed the
story in favour of commission demonstrating how citizens will be beneficial if the plan will
be implemented. The approach is positive and agenda is feasible as well. Online news readers
mainly lead a busy lifestyle. Their average age is around 23 to 40 years. This news will make
the audience aware about the positive aspects of proposed plan as per proper framing of
issues with population.
Story 3
Again, from a source of CNN world news (Joshua Berlinger, 2018), PM of Australia
has announced a controversial regulation, where legally Australian religious schools are
allowed to restrict admissions of students as per sexual orientation. Just one month after the
legalization of same sex marriage this kind of news turns out to be the biggest surprise for
both the LGBTQI community and world as well. In the case of passing the same sex marriage
bill as well, PM was in a neutral position. Further, he clarifies this agenda needs confirmation
from entire ministry. Political leader Bill shorten is strictly against this announcement saying
this kind of debate should not be raised as it is about humanity. Education is under
fundamental rights and it has nothing to do with sexual orientation, he added.
This story carries several angles including human interest in terms of social issues and
potential conflict. Understanding the sensitivity of the situation it can be said that if

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government proceed with this bill LGBT community may break into protestation and larger
part of the world will not support such hypocrisy. The society is highly disturbed after such
announcement. Undoubtedly, the consequences are not going to be pleasant. Several
viewpoints are needed to consider as it carries sense of social discrimination. Although, this
decision is pending yet the announcement has created much turmoil already. The agenda is to
generate public support against the announcement thus it is framed in a way to make the
public aware of such current developments which do not support humanity and initiates
discrimination. Here, target audience is especially the LGBTQI community and framing has
been done to attract the attention of civil liberty groups, opposition labour party and
advocates of gay rights.
Story 4
Almost one year before the previous incident, when the verdict of legalising same sex
marriage was announced labour senator Penny Wong broke into tears (Sbs.com.au, 2018).
This incident clarifies the unexpressed emotions out of relief and happiness. She thanked
every Australians who have voted in favour of equality and fair judgement. The senator,
willingly introduced herself as first gay women of federal parliament and cabinet too. The
place of live broadcast in Canberra was full of members from the parliament and after
hearing the positive verdict she could help resisting her ears of joy. In her statement to press,
she asked Government to accelerate its legalisation.
The story has been pitched with utter clarity and it is indeed a representation of
satisfaction across entire LGBTQI community. This demonstrates positive interactions and an
attitude to fight with challenges. Therefore angle of progress and new development has been
identified. As it is about the Australian sentiment so the possibility of imposing a local angle
is possible. This story targets the entire nation to make them understand the grief of this

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special community and how depressed they were with the regulations of Australia. The
agenda is to influence the public regarding the legalisation of the bill. The story has been
framed to gather public support for legalization and an emotional approach has been made to
influence public in favour of same sex marriage.
Story 5
According to a source of CNN news (edition.cnn.com, 2018), 500 years old stolen
artefact of dancing Shiva from Indian continent has been found on display of an Australian
art gallery. Currently, the statue is owned by Art gallery of South Australia located in
Adelaide and identical similarities has been found with a 1958 photograph of missing statue
from a temple located in India. The case was reported in 1982, which is twelve years after the
actual incident. The art gallery has promised to cooperate with the relevant groups in terms of
justification.
This report has been pitched to the audiences to make them aware about underground
racket which are active and do not hesitate to objectify art in return of money. This news has
a neutral state. Framing has been done maintaining a local angle where Indian economic
turmoil during the post-independence era has been highlighted. The consequences have been
presented too by stating Indian government is preparing for its formal claim in collaboration
with a global network of volunteers, India pride project, which work to track and claim such
lost heritage artefacts.
Conclusion
Therefore, it can be concluded that, based on the sources of CNN world and SBS
news online, Australian media is mostly neutral and tries to influence public view morally.
The media must consider ethical boundaries while setting their agenda and framing a news
for public interest. In the cases of lifestyle and entertainment purpose, media works in a

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superficial way sometimes yet as far as these news of global interest is concerned media has
supported the view that is moral and widely acceptable.

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Reference
Andrea Lo, C. (2018). Sydney to be split into three cities. Retrieved from
https://edition.cnn.com/2018/04/12/asia/sydney-three-cities/index.html
Ben Westcott, C. (2018). Australia loves Prince Harry and Meghan, but is it time for a
republic?. Retrieved from https://edition.cnn.com/2018/10/26/australia/australia-
republic-monarchy-harry-intl/index.html
edition.cnn.com. (2018). 'Dancing Shiva' statue in South Australia art gallery stolen from
India. Retrieved from https://edition.cnn.com/style/article/south-australia-shiva-
statue-stolen-intl/index.html
Joshua Berlinger, C. (2018). Australian law allows religious schools to reject gay students,
PM says. Retrieved from https://edition.cnn.com/2018/10/10/australia/australia-
religious-freedom-report-intl/index.html
Sbs.com.au. (2018). Penny Wong breaks down in tears as she hears same-sex marriage result.
Retrieved from https://www.sbs.com.au/news/penny-wong-breaks-down-in-tears-as-
she-hears-same-sex-marriage-result

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