FUNCTIONS OF THE MASS MEDIA

FUNCTIONS OF MASS MEDIA L ittle John and Foss (2005) define mass communication as “the process whereby media organizations produce and transmit messages to large publics and the process by which those messages are sought, used, and consumed by audiences” (p. 273). McQuail (1994) states that mass communication is, “only one of the processes of communication operating at the society-wide level, readily identified by its institutional characteristics”(p. 7). Simply put, mass communication is the public transfer of messages through media or technology driven channels to a large number of recipients from an entity, usually involving some type of cost or fee (advertising) for the user. “The sender often is a person in some large media organization, the messages are public, and the audience tends to be large and varied” (Berger, 2002, p.121). FUNCTION is the act of executing or performing any duty, office or calling (serve a purpose or role). The Functions of Mass Communication on the other hand, outline its roles with regard to the Economic , Social(Societal) and Political Roles which are outlined below; SOCIAL ROLE Create Awareness Educate Employment Investigate Analysis Surveillance Agitate Entertainment Informing Platform for Expression Stability Agenda Setting Globalization Knowledge Bank Historical ((Keeping Records) Mouth Piece ECONOMIC ROLE Encourage Initiative Employment Advertising POLITICAL ROLE Settle conflicts Mobilise(r) Agitate It's been difficult outlining them in the order of Social , Economic and Political Roles.All except two, all fall under the Social Role .Making an individual or society aware of something, educating them, undertaking (undercover) investigations,establishing stability(political or economic) among others are all social functions. One Wright(1960), simplifies and characterizes seven Functions of Mass Communication that offer insight into its roles in our lives. Surveillance: This function of Mass Media is to serve as the eyes and ears of those of us seeking information about our society , community and world .When we want to find out the latest news about what is happening , we surf the internet, read the newspaper etc. We rely on Mass Communication for news. Correlation:Correlation addresses how the media presents facts that we use to move through the world .The information we get through Mass Communication is not objective and without bias. Wright states that, the media is credible.We can consume media without questioning motive and agenda. Sensationalisation: There is an old saying in the news industry -" If it bleeds , it leads", that highlights the idea of sensationalisation . Sensationalisation is when the media puts foward the most sensational message to titiliate consumers ."Media managers think of consumers other 'than citizens"-Elliot. Entertainment: Mass Media (Communication), like FM Stations and magazines provide us with an escape from daily routines and problems by entertaining us. (Zillman and Bryant, 1986 ,p.303). Media keeps us to date on the doings of our favourite celebrities . Most Mass Communication simultaneously entertains and informs . Transmission: Mass Media is a vehicle to transmit cultural norms, values, rules and habits. It plays a significant role in the socialisation process. We look for role models to display appropriate cultural norms but all too often, we do not recognise inappropriate or stereotypical behaviour. Mobilisation: Mass Media functions to assemble people during times with the motive or intention. (Denis McQuail 1994) .With instant access to media and information, we can collectively witness the same event taking place in real time somewhere else, thus, mobilising a population of people. The rising popularity of political websites such as "moveon.org" is another key example of the use of Mass Communication to gather people for political action. Validation: Mass Media functions to validate the status and norms of individuals, movements, organisations or products. The validation of particular people or groups serve to enforce social norms (Lazarfeld and Merton, 1971) .A great deal of criticism focuses on how certain groups are promoted and others marginalised by how they are portrayed in Mass Media.