In Public Opinion, Walter Lippmann proposes that we need to have professionals (a “specialized class”) that would collect and analyze data and present the conclusions to the decision makers. The decision makers would then take decisions and use the “art of persuasion” to inform the public about the decisions and circumstances surrounding them. Lippmann feels that the control of public opinion is a means to controlling public behavior. He also has very dark views that do not offer much hope for the future on democracy.
The strong views of Lippmann suggest that he would be a very strong supporter of the agenda setting theory. This theory states that the mass-news media have a large influence on audiences by their choice of what stories to consider newsworthy and how much prominence and space to give them. Lippmann feels as though that the media or a higher power similar to the media decides what we think. He feels as though they are the ones that develop the pictures in our heads.
On the other hand, John Dewy is more positive about democracy and public participation. He does not see the media as the higher power that influences what we think. His focus is on communication. Dewey believes that we should all participate in the discussion of these decisions that are being made for us. Lippmann feels as though we should let a “specialized class” make these decisions while we just sit back and wait for the result. Dewey seems to be more of a believer in the gratification theory. This theory is concerned with how people use media to satisfy their needs. People tend to see out the media that satisfies their need, they choose what they want to see or read.
For me personally, I am more of a believer of Dewey and the gratification theory. I feel as though people do seek out what is going to satisfy them. Although the media does have a lot of control over things we read or watch, we are still the ones who are in power of what specifically we want to read or watch. The media competes for our attention but is ourselves that are able to give them that attention. I do feel that it is important to study Walter Lippmann’s views because they are valuable and he does make some very important points. Lippmann has helped me to form an opinion on this subject.