Media Influence On Public And Local Officials Perceptions

Introduction The use of water has become increasingly contentious due to an increase in the population that shares a decreasing amount of water (Schaible Aillery, 2012). Water remains Florida’s most plentiful natural resource (Roper Lamm, 2014) but is at risk as the agriculture industry and Floridians demand increases for a variety of uses including landscape irrigation, commerce, recreation, and agriculture (Odera et al., 2013). While there is a need to share this vital resource, without appropriate water resources the agricultural industry will be unable to increase or even sustain current production (Lamm, Owens, Telg, Lamm, 2015). Media Influence on Public and Local Officials Perceptions According to Kingdon (2003), the media motivates the significance of an issue by emphasizing specific events, while giving lower recognition to those of equal importance. The media plays a vital role in updating the public by supplying information so informed decisions about current issues can be made (Lasorsa, 2008). However, unbalanced portrayal of an issue can lead to decision making occurring without the full story. Both the public and local officials draw their own conclusions but are heavily swayed by the messages they receive (Lasora, 2008). For example, as water has become contentious in California due to prolonged drought, media personalities have taken a critical view of agriculture’s use of water. In addition, a nationally-syndicated radio show personality in the LosShow MoreRelatedQuestions on Mainstream Media1560 Words   |  6 Pagestheir information on public affairs from the media, it is likely that the media will have a significant influence on the publics kn owledge about policy changes. 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