Media shape the ways; ways of news gathering and transmission, advertising, political processes and campaigns, wars, diplomacy, education, entertainment, and socialization. The pervasive effect of media can be seen in every walk of life.
Priming is more rampant than ever. Agenda setting is more in vogue than ever. The partnership is getting more and more reciprocating. Several ‘Truman Shows’ of different colours but almost similar hues are the most talked about buzz words.
The air waves come at a price. The aerial pipeline has to be filled with the stuff that could convert this modicum into a sustainable medium. Survival instinct pushes any venture to fight alone first. Failing here then compels to look for partners who can be a party and certainly the partying has its own menu and cocktail. Here the air waves create the duet of priming and agenda setting to balance the balance sheet. Soon the duet attracts the chorus. Soon the chorus attracts the audience.