This article justifies the importance of media as a tool for information distribution. In this globalization age, where population is increasing day by day, the difficulty of ensuring that each and everyone benefits receiving certain information increases. Media communication theories has it said that there exists an agenda setting function which states the media's ability to raise the importance of an issue in the public's mind.
The recent H1N1 pandemic has raised worldwide concern. A piece of newspaper article like this article is vital and critical in ensuring that people are aware of its dangers and take precaution as and when needed.
Another important function of media, I feel, would be to clarify any misunderstandings on any topic the society is currently concerned about. Like in this case, the quote about how"but federal health officials dismissed media reports from a day earlier that 1 in 5 children had contracted swine flu during the first weeks of October." This clarification can help to alleviate unnecessary worry and alarm among citizens.
For such informative articles, the moderation effects theory comes into play. Though H1N1
becomes a global concern as it grows in severity and time, not everybody would be willing to spend time reading or reacting to such articles even though they are aware of its consequences. Therefore, although the ability of the media to influence its audience remains, it is highly relative. Some of the people who are too entrenched in their working lives would probably not bother to react (i.e. watch out for their children, take precaution) , whereas some who are more cautious would probably ( for e.g bring their children for influenza jabs) after reading this article.
Another reason for people to not react to this article can be due to its accuracy. Like in this article, "some researchers fear that states are not fully reporting such deaths, however."
This ties in with the theory of priming where the media attends to some issues over others and thereby alter the standards by which people evaluate the issue. In this case, if states do not fully report actual death tolls, people might over or under estimate the severity of the problem. The latter will lead to inadequate precautions, inadvertently increasing the number of people who are vulnerable to the disease. The former will lead to unnecessary red tape if everybody reacts to it overly.