Introduction Media has emerged as an important tool for institutions and individuals due to its ability to bridge the gap in the interaction matrix. The effect of media on communication has led to suitability in their authoritativeness towards informing the public. The type of media used has varying effects on the way communication is perceived by the public. The efficacy of the type of media used depends on a variety of factors that should all be analyzed to ensure that the most applicable choices are made. Thus, this reflective treatise attempts to explicitly analyze how media has been used as an agenda-setting tool. Parameters of media in agenda-setting The agenda-setting theory of media states that through continued coverage of an issue, public attention is drawn to the issue (Moncrie and Willy par. 9). This means that media can, and has been used in the past to create a set pace for an agenda. According to behavioral theorists, a behavior can be altered through conditioning (Bowden 72). The continued bombarding of the general public with the reports about the Twin Towers bombing made people from all countries in the world take notice of the security issue of terrorism. This is including those countries that had not been threatened with terrorism in the past. Just because the issue became important to newspapers, it gained the attention of the rest of the world as indicated in video 1. With the continued growth in technology, as well as, the growth in the number of people that have become technologically savvy, the internet has emerged as one of the most preferred modes of communication. People are regularly corresponding with each other through the use of e-mails, chats, short messages services, blogs, and social media. This has led to the development of social media platforms where people meet over the internet and discuss issues (Moncrie and Willy par. 7). The topics discussed within these sites gives an individual a feel of what is important and what is not in the world. Information written over the internet, as with the other written communications, portrays a sense of validity and reliability due to their relative permanency. This means that these modes of communication have a more significant influence on individual opinions, moods, and attitudes than verbal communications. The media approach to communication has cemented its place in the world because of its formality. Reflectively, written correspondence can be stored and retrieved at a future date. With the definition of good communications comprising of concise, clear, complete, considerate, correct, and courteous communication, written communication fits the bill. Besides, this approach to communication can be revised and edited several so that the message can have the desired effect (Bowden 71). Due to its permanency, the effort is made to ensure that the value of the message is not overstated. This is because valuable communication that is stored can be used over and over again. According to behavioral psychologists, behaviors and attitudes can be changed through conditioning (Moncrie and Willy par. 6). Repetition of an act followed by either punishment or rewards leads to behavioral changes. This indicates how the media can and has been used to reinforce behaviors. Imitation of authority figures forms the basis on which most of the behaviors develop. Moreover, the socialization process forms the basis through which learning takes place among members of a community (Mon