The agenda setting theory is one that the characters in the movie give a great degree of relevance through their actions since their objective is to make sure that the correct news reaches the general public, hence implying that incorrect or incomplete information is being communicated to the public which is depriving the public the opportunity of evaluating the difference between right and wrong on their own (McCombs, 2004). At this point, it becomes necessary to highlight that the characters seem to want a shift to occur.
The objective of the character of Lowell Bergman as observed in the movie appears to be to ensure that the audience is equipped with the correct amount of information that allows them to make informed decisions about the tobacco industry. This stance implies that the information being currently provided is not empowering the audience with the necessary amount or nature of information, hence depriving them from shifting to the Uses and Gratifications Theory. According to the Uses and Gratifications Theory, the audience is not directed to decide what is important and what is not but is provided complete information and is allowed the liberty of making an informed and educated decision (Harris, 2004). We can therefore observe that the movie is one that aims to encourage the practice of the Uses and Gratifications Theory in the society.
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