FUNCTIONS OF MASS MEDIA
The
mass media serve the variety of functions depending on individual interest and
societal needs. In general terms, the function of mass media means how mass
media are being used for what.
According
to Daramola :( 2001) mass media is mainly to inform. Other reasons like the
ones below are secondary.
a.
Mass media can be used
to draw people together or pitch them against one another and therefore tear
them apart.
b.
To cement a
relationship or cause disaffection.
What
this simply means is that mass media can be functional, it can also be
dysfunctional. In this case, mass media can be used to expose or to cover up.
It can also be used to inform the people or to deceive them. One point that
needs stressing is that without mass media, virtually every human activity will
not take place.
A
lot of scholars have propounded what can be called conceptual functions of mass
media. One of such scholars, Fredrick C.Whitney has this to say about mass
communication function:
- ‘It informs, that is, it keep one up-to-date.
- It educates, that is, it broadens and deepens one’s perspective
- It persuades, that is, to sell goods and services and candidates and opinions.
- It entertains, that is it creates laughter, fill a void. It cost money and void money’.
Harold
Lasswell, in a classic paper titled, ‘The structure and function of
communication in society’ published in 1948 identified three functions of mass
media. These three functions are:
1.
Surveillance of the
environment- policy.
2.
Correlation of parts of society in responding
to the environment.
3.
Transmission of the
social heritage from one generation to the next.
Another
authority Charles D. Wright adds another function to the three mentioned by
Lasswell and that is entertainment- watching of play, films, cross word
puzzles, comics, and all sort of entertainment programmes. Mass media can also
persuades, educate and interpret messages to the people.
Persuasion:
According
to Daramola (2001): The message
is
meant to persuade and convince or convert
its
receivers through reasoning and
argument.
This presupposes that a consumer
identifies
in a personal way with the message.
This
in turn satisfies his urge and creates for
him
a frame of reference and cognitive detail
about
the word. Daramola (2001:27)
Education:
The message is meant to instruct or teach. The message becomes a systematic
method that exposes the people to a new ideological stance. With this people
get enlightened and can then orientate their minds to their own peculiar
circumstances. Ibid
Interpretation:
message is the product that passes through the mass media. It is meant to
explain issues and problems encountered in the event or news to the receivers.
This comes in form of news commentary, features and editorials instead the message
should prescribed what to do, how to do it and why it is necessary to carry out
a particular action.
Mass
media provide people with information they need to formulate their own ideas.
The citizens need information about their government, economy; immediate and
far away environment journalists carry out the function of informing the people
through the mass media. They inform the people about events, issues and new
ideas. It is often said that information is power and that proper information
is vital to clear thinking. (Ibid.p28)
FUNCTIONS OF MASS MEDIA
Reviewed by IFEDAYO AKINWALERE
on
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