The effect of media on opinions and behavior is well documented. Whether through agenda-setting theory or most theories associated with mass communication, the role that media has in affecting perceptions of the importance of an issue, establishing dominant narratives, or building the credibility of a particular approach or perspective can’t be underestimated. However, in an age where mass media consumption is giving way to far narrower channels associated with social media, podcasting, and platforms that allow one to carefully curate which outlets and ideas one is exposed to, media are a less reliable and more complex tool for change. Much has and will be written about the news media and role of journalism in shaping behavior, opinion, and action. How the change agent can work effectively in this domain changes constantly. For example, a cover story in the New York Times Magazine at one time virtually ensured that a program or idea would gain the attention and support of policymakers and other influentials. But in an increasingly fractured world, that kind of coverage is equally likely to build mistrust among those who discount mainstream media. Working within this sphere has always required a clear focus on target audiences and an understanding of the desired outcome.
