Military Review English Edition November-December 2015 - Page 23

COMMUNICATION STRATEGIES Traditional mass media: Vertical (top-down) civic communities Social media: Horizontal social communities Media audiences such as voters or service members: Personal history and preferences Figure 3. Agendamelding during Election Campaigns and Other Decision-Making Events relied heavily on social media or the opinions of other people they knew and valued to make decisions about whom they would vote for. That is, people melded agendas from vertical and horizontal media as well as from their own experiences and those of others, as indicated in figure 3.12 As figure 3 shows, there are three general sources of information about social and working communities. Information comes from traditional media, from social interactions with other people and social media, and from personal experiences. In other words, the sum of these three agendas constitutes 100 percent of people’s information sources. Example of Agendamelding in Evolution of Voting Patterns While measuring the personal experience of voters is difficult, agenda-setting studies have shown that the correlational value of traditional, vertical media agendas can be measured somewhat accurately for voters and media. This article proposes a useful formula to follow MILITARY REVIEW  November-December 2015 this process, which is similar among people in a military organization, a commercial company, or a nation. For the purposes of this formula, together the total value of all important issues is 1.00. Knowing the correlational value of the vertical media, users can estimate what people learn from horizontal media or personal experience, using this agenda community attraction (ACA) formula.13 ACA =1 – [(Vertical media correlation)2 + (1- Vertical media correlation)2] The formula argues that an audience’s picture of the changing workplace, or even the world at large—irrespective of the recent and dramatic impact of social media into society—still begins with vertical media. Next, what people do not learn from vertical sources, they learn from horizontal media and from other people. For example, if a person sees a candidate’s television advertisement in vertical media, and then sees a friend’s post on Facebook, that individual may evaluate 21