The mass media perform numerous functions in the society. The media scholar, Harold Lasswell, observed that the mass media are an extension of those functions that the society has always needed.
Most importantly, whether
the media are functional or dysfunctional, they operate within the social
system, and that is actually why it concerns us.
In this article, you should be able to:
• Discuss the functions of the mass media
• Discuss mass media systems
• Explain media coverage
• State the dysfunction of the mass media
• Define some terms such as status conferral, socialization, correlation,
and so on.
Functions of the Mass Media
Lasswell stated that the media perform four major social functions:
1. Surveillance of the environment
2. Correlation of different elements of society
3. Entertainment
4. Transmission of culture
1. Surveillance of the Environment
The media teach us most of what we know about the world through the
process of surveillance. The media expose us also to other societies. The media
reveal to us about the stock market, impending danger, business opportunities
and risks, travelers guide, weather conditions great discoveries. Surveillance
is not just for the masses, but also for the entire nation.
For instance, the Government and industry leaders watch CNN and BBC –
world or read the Guardian or Time magazine to know what other world leaders
are saying and thinking. Above all, the media also give status to individuals.
This is achieved by exposing the individuals to large audiences for one good
reason or the other, to make them appear important and esteemed. This process
is known as status conferral.
2. Correlations of Different
Elements of the Society
This is an important function of the mass media. It involves selection,
evaluation and interpretation of events. It helps impose structure on the news
and it is accomplished by persuasive communication through editorializing,
commentary, advertising and propaganda. It categorizes news and directs on the
importance of each news item, by deciding whether the news item should appears
on the front page, first headline on the broadcast or whether it should be
accompanied by a teaser on the magazine cover promoting the story.
3. Socialization and Transmission of Culture
Socialization is the process of integrating people into the society
through the transmission of values, social norms and knowledge to new members
of the group takes place. We actually learn the values of our society through
the media, friends, clubs, school, church, etc.
Accordingly, the mass media provides socialization through the following
ways.
(a) Through role models in entertainment in programming
(b) Through goals and desires as presented in media citizenship values,
portrayed in the news.
(c) Through advertisements for products that may be useful to us in
different stages of our lives.
4. Entertainment
This is communication package, which is intended to amuse, even if it
serves other functions. For instance, television drama on HIV/AIDS can be
considered entertaining even though it educates people living with HIV/AIDS on
how to cope with the challenges of the ailment. According to Neil Postman
(1985), “the primary effect of television is that it changes how people see the
world; that is, with television, people start seeing everything as
entertainment.”
Mass Media Systems
The media system that exists in a country is directly related to the
political system in that country. The political system determines the exact
relationship between the media and the government. However, the development of
a national mass media system is predicated on the protection of national
interest, based on national philosophy (social, geographical, cultural,
religious, economic and international interests).
These are seen in terms of the attitudes of national leadership towards
the people (their rights, duties, capabilities and potentialities.
There are four orientations, which determine how the mass media operate
with a system:
1. The Authoritarian Attitude:
This is obtainable where the controllers of mass communication lack fate in the
ability of the people to govern themselves. The authoritarian dictates the
content of mass media for the public. The media are usually state – owned and
the state selects, arranges and plays up or down the media content. This system
can be found in former USSR, Cuba, Mexico and some one – party states in
Africa.
2. Paternalism or Paternalistic
Attitude: This system has faith in the basic intelligence of the masses and
the capability deal with ideals. They maintain a healthy media content. The
elites or highly educated, privileged individuals prescribe the standard for
taste.
3. Permissionism or Permissive
Attitude: This system stipulates that media organizations must operate
according to government registration and regulatory requirements, all in the
public interest, convenience and necessity (PICON) media contents are bared on
audience research. The result is usually competition and parasitism. However,
the negative fallout is excessive materialism and sometimes, outright
irresponsibility.
4. Pluralism or Pluralistic
Attitude: This is combination of what is good of the other three systems
discussed above. The developing nations are noted for pluralism. The attitude recognizes
more than one ultimate substance or principle – dualism.
In other worlds, the attributes of authoritarian, paternalistic and
permissive attitudes are combined in pluralism.
Mass Media Coverage
The coverage of mass media depends on the geographical area it covers.
Therefore, a medium could be local, national or international coverage.
1. Local Media: These are those that cover a small portion of
the society during operation and circulation. This can also mean that the media
only have the interest of the people in a defined local setting. For instance,
in Nigeria, local media can be said to include the state media houses for
example BCA, Umuahia, IBC, Owerri, Ambassador Newspapers, Statesman, LTV,
Lagos, and so on.
2. National Media: These are
those that have the interest of the entire country at heart. It could be
private or public but the coverage entails what the outlook is like. Examples
are the national dailies – Vanguard, The Guardian etc, and media houses such as
NTA, FRCN, and so on.
International Media
Their interests cut across national boundaries. That is, the media
content are meant for audience within and outside a particular country.
Examples of international media include CNN, CFI, BBC, Time Magazine, AIT, NTA
International, VON, and so on. NOTE: Some media signals overflow to close by
countries. This is not international communication but referred to as spill
over. For instance, when Benin Republic residents receive signals from NTA
Lagos.
Dysfunctions of the Mass Communication
Mass communication has dysfunction, which are the negative implications
or attributes of mass communication effects.
These are discussed below.
1. Anxiety
Mass communication has been accused of causing anxiety that emanates from
insufficient reporting, misinformation and outright falsehood. Nigerian
newspapers and magazines are known for misspelling, wrong judgment and
insufficient coverage. In doing so, they mislead, create unnecessary but
avoidable anxiety thereby leaving many questions unanswered.
2. Revolution of Rising
Expectation
The media sometimes creates awareness of availabilities that are not
within the reach of media consumers. Through advertising, the media through glamorization
tend to make the audience believe that possession of certain products can lead
to certain results that at times are not true - deceptive advertising.
3. Narcotization
The media have the ability to narcotize people. They draw people to media
offerings and then constitute them into a captive audience. People then organize
their lives around such programmes. Take for instance “Super Story,” people
cancel their engagements or refuse to be engaged for the time of their
favourite programmes. Like regular drunks, they rush to sustain their habit.
4. Privatization
Excessive media consumers may tend to be alienated from the run of societal life. Media content like in times of war may lead people to withdraw into their shells. They may prefer not to be informed about happening.
5. Human Conflicts
Media content may lead to human and international conflicts.
The Sharia conflict could attribute to the media because all parties involved
would like to be covered, using propaganda, “favorably” in order to achieve
their objectives.
Conclusion on 4 Major Functions of Mass Media
This article has revealed that the mass media have become a visible,
prominent and pervasive aspect of the society. They inform, educate, entertain,
mobilize and motivate the society. The mass media perform their functions
according to systems and contexts.
In this article, we have discussed the role of the mass media coverage
and dysfunctions.
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