<span>As
we know the media plays a huge role and has influence in almost
everything in today’s society. The media is often considered as an
institution whose role is to deliver information in a way that is
fair and does not discriminate.
The way that media
reflects a coverage of political events or even sports and sports
personalities is often questionable due to the issues that the
media presents and the way it does it raising serious questions about
their role. Still they must undergo a process to select what events
to cover. This is probably done by the effect that it will make in
society.</span>
With
this said the media still is and will most than likely continue to be
an important medium of information and events in our everyday life.
<span>The media
does selection processes of what event to cover, what advertisements that
should be given priority and be shown to the public, and what news topics are
to be given utmost importance. These are all undergone during gate keeping.
This controls over the selection of content that should be discussed in media
whether it is of newsworthiness or not. Aside from gate keeping, priming is
also done. It is the technique wherein a certain news, event, or occurrence is
given utmost importance so that people would eventually think that it is really
important. More importance given to a news, more importance attributed by the
audience.</span>
