Module IV
Public Policy and Digital Media
Introduction to Theoretical
Frameworks
• Theoretical frameworks are structured approaches used to
analyze social phenomena. They help in understanding the
systematic impact of media and public engagement on policy-
making.
Importance of Digital Media in Public
Policy
• Influence on Public Opinion: Digital media platforms reach large audiences instantly,
allowing public discourse to spread rapidly and influencing collective opinion.
• Impact on Policy Decisions: Policymakers monitor online conversations to gauge
public sentiment and adjust their approaches accordingly.
• Interactive Nature of Digital Media: Unlike traditional media, digital platforms allow
two-way communication where the public can directly engage, critique, and mobilize
around policy issues.
• Examples: Show examples of hashtags or viral campaigns that influenced policy
discussions, such as #ClimateAction or #PrivacyMatters.
Agenda-Setting Theory
• Overview: Originated by Maxwell McCombs and Donald Shaw, the theory argues that media
may not dictate what people think, but rather what people think about. By deciding which
topics to cover and how frequently, media outlets can direct public attention to specific issues,
thereby setting the "agenda" for public discourse.
• Application: On social media, agenda-setting can be seen in the use of trending topics,
hashtags, and the viral spread of content. Platforms like Twitter often have trending topics
that guide public discussion by prioritizing certain issues over others.
• Example: #BlackLivesMatter: This hashtag became a focal point on Twitter, Instagram, and
other platforms, raising awareness about police brutality and racial inequality. The widespread
use of this hashtag and media coverage brought the issue to the forefront of public and policy
discourse.
Framing Theory
• Overview: Introduced by Erving Goffman, framing theory suggests that the way information is presented (the
"frame") affects how audiences interpret it. By emphasizing certain aspects over others, media can influence
how issues are perceived.
• Application in Digital Media: On platforms like Twitter, Instagram, and Facebook, users, journalists, and
influencers can frame issues in specific ways to elicit certain reactions or highlight particular aspects. For
example, environmental issues can be framed either as an urgent crisis or as an opportunity for innovation.
• Case Study
• Data Privacy: Compare how data privacy issues are framed on Twitter (often focused on urgent risks, like
surveillance and hacking) vs. Instagram (more visually engaging with infographics that emphasize user
empowerment and data control).
• Gender Equality: The topic can be framed as a human rights issue, an economic necessity, or as a matter
of corporate responsibility, depending on the platform and who is sharing the content.
Public Sphere Theory
• Overview: Proposed by Habermas, the public sphere theory describes a space where
individuals gather to discuss societal issues freely, contributing to democratic discourse. In the
digital age, social media has transformed into a "digital public sphere," enabling greater
participation from diverse voices.
• Digital Adaptation: Social media platforms provide space for debate, allowing voices from
marginalized groups to participate in public discussions. Platforms like Twitter Spaces,
Facebook groups, and Reddit threads create forums for open dialogue on various issues.
• Example: Major policy issues (e.g., healthcare, immigration, or electoral reform) are
frequently debated in Twitter threads, with opinions from experts, politicians, and citizens
shaping the discourse.
Network Society Theory
• Overview: Developed by sociologist Manuel Castells, network society theory posits
that digital communication networks have restructured society. The theory highlights
how technology connects individuals globally, creating dynamic information flows and
reshaping traditional social and political structures.
• Application: Social media platforms create networks where information flows rapidly,
allowing real-time mobilization around causes. Activists can connect instantly with
audiences, spreading messages faster than traditional media.
• Example: The Arab Spring: Social media played a crucial role in organizing protests
and disseminating information, connecting people across regions and providing a
platform for coordinated action.
Diffusion of Innovations Theory
• Overview: Proposed by Everett Rogers, this theory explains how new ideas,
technologies, and behaviors spread through a population over time. It identifies
different adopter categories: innovators, early adopters, early majority, late majority,
and laggards.
• Application in Policy: Social media accelerates the spread of policy ideas or social
causes, from a few early adopters to a larger audience, potentially influencing
mainstream acceptance.
• Example: Universal Basic Income (UBI): Initially considered a fringe idea, UBI has
gained traction on social media, with early adopters advocating for it, leading to
broader acceptance and serious policy discussions worldwide.
Further Reading for all theories
• https://www.sciencedirect.com/topics/social-sciences/agenda-setting
-theory
• https://masscommtheory.com/theory-overviews/framing-theory/
• https://assets.publishing.service.gov.uk/media/57a08b45e5274a27b2
000a69/PubSphereweb.pdf
• https://www.sciencedirect.com/topics/social-sciences/network-societ
y
• https://www.sciencedirect.com/topics/computer-science/innovation-
theory
Thank You
