Name
:-
Mansi Upadhyay
Roll no :- 16
Semester :- 4
Year :- 2019-20
Paper no :- 15 (Mass Media and
Roll no :- 16
Semester :- 4
Year :- 2019-20
Paper no :- 15 (Mass Media and
Communication)
Assignment Topic :- Basic Function of Mass Communication
Assignment Topic :- Basic Function of Mass Communication
E-Mail
:-
mansiupadhyay06@gmail.com
Submitted to :- Department of English Maharaja Krishnakumar sinhji Bhavnagar University.
Submitted to :- Department of English Maharaja Krishnakumar sinhji Bhavnagar University.
Words
:- 1446
· Functionalism:-
The focus on
understanding the effects of mass communications, especially its social
consequences and its impact on maintenance of social order gave rise to a
theoretical framework called functionalism. Functionalism focusses on
explaining slow, evolutionary change and not sudden changes. The limited
capacity of functionalism to be used only in policy research, evaluation and
planning has been criticized by many theorists. The focus of functionalism is
on how mass communication serves society and fails to account for how humans
interact with mass communication and construct meanings from messages. The
focus on maintaining the existing social order and not allowing for any
meaningful change has also being criticized.
The Mass Media
serves several general and many specific Functions. In general, the mass media
a serves surveillance of the Environment, Correlation of parts of Society,
Entertainment, information, Cultural Transmission, Instructive, Manipulation,
Interpretation and Socialization Functions:
1)
Serveillance of the Environment:-
An important function of the media is to keep up a surveillance of all the happenings in the world and provide information to the human society. The media has the responsibility of providing news and cover a wide variety of issues that is of some service to the society. Media help maintain social order by providing instructions on what has to be done in times of crisis, thereby reducing confusion among the masses.
Surveillance involves
two major tasks. When it serves the collective needs of the public, it
constitutes public surveillance, and when it serves the needs of individual
citizens, we call it private surveillance. Although private surveillance may
lead to political activities, its primary functions are gratifying personal
needs and quieting personal anxirties.
Example: In times of natural disasters, war, health
scares, etc., it is the role of the media to create awareness by providing
information on what is happening and of ways in which the disaster can be
faced.
2)
Correlation of parts of Society :-
This function relates to how the media’s selection of certain news and
its interpretation affects how society understands and responds to it. People’s
attitudes towards political issues, events, public policy, etc. are influenced
to an extent by how the media frames and presents the issue in their
discussions and presentations.
Example: The media’s reporting on the war in Vietnam
played a role in changing the mindsets of Americans who started opposing
sending soldiers to fight a losing war. Hitler used the media in his propaganda
war against the Jews.
3)
Entertainment :-
This popular
function of the mass media refers to the ability of the media to help relax
people and create a means of escape from the stress of everyday life. The
entertainment function of mass media has both positive and negative effects.
The low quality of content is often criticized but the other benefits like
helping people experience new events, stimulating emotions and helping people
pass their leisure time show how important this function is.
Example: Television offers opportunities for people to
view events that they would otherwise not be able to participate in like the
Oscars, Independence Day Rallies, the Olympics, etc.
4)
Information :-
We have a need for
information to satisfy curiosity, reduce uncertainty, and better understand how
we fit into the world. The amount and availability of information is now
overwhelming compared to forty years ago when a few television networks, local
radio stations, and newspapers competed to keep us informed. The media
saturation has led to increased competition to provide information, which
creates the potential for news media outlets, for example, to report
information prematurely, inaccurately, or partially.
5)
Cultural Transmission :-
This refers to
the ability of the media to teach the various norms, rules and values that
exist in a society and ensure its transfer from one generation to the next.
Television programmes by and large reflects the society in which they are
broadcast and promote the understanding of a society’s cultural heritage. Children’s television programmes are designed
to showcase good behaviors and moral standards which children can learn by
watching.
Example: Shows
like Lassie, Full House, Seventh Heaven and the Brady Bunch promoted family values.
6)
Socialization :-
This function of
major mass media that lasswell mentions in political socialization. It involves
learning basic values and orientations that prepare individuals to fit into
their cultural milieu. Before the 1970s studies largely ignored the mass media
because parents and the schools were deemed the primary agents of
socialization. Research in the 1970s finally established that the media play a
crucial role in political socialization. Most information that young people
acquire about their political world comes directly or indirectly from the mass
media either through news offerings or entertainment shows, or through social
media sites such as Facebook or Twitter. The media present specific facts as
well as general values, teaching young people which elements produce desirable
outcomes. Media also provide the young with behavior models. Because young
people generally have less firmly established attitudes and behaviors, they are
receptive to using such information to develop their opinions.
The new orientations and opinions that adults acquire during their
lifetime also are based on information from the mass media. People do not
necessarily adopt the precise attitudes and opinions that earn the medias
praise rather mass media information provides the ingredients that people use
to adjust their existing attitudes and opinions to keep pace with a changing
world.
7)
Instructive :-
Some media outlets
exist to cultivate knowledge by teaching instead of just relaying information.
Major news networks like CNN and BBC primarily serve the information function,
while cable news networks like Fox News and MSNBC serve a mixture of
informational and interpretation functions. The in-depth coverage on National
Public Radio and the Public Broadcasting Service, and the more dramatized but
still educational content of the History Channel, the National Geographic
Channel, and the Discovery Channel, serve more instructive functions.
8)
Manipulation :-
Journalists at
prominent news venues periodically become major players in the game of polotics
they do not just play their traditional role as chroniclers of information
provided by others. The most common way for a journalist to break out of the
role of political bystander is through an investigation. Many major print and
electronic media enterprises have operated their own investigative units
because investigative stories are both important and popular. They are also
expensive to produce and tend to become scarce when media organizations are
forced to economize.
The purpose of
many investigations is to muckrake. Journalists who investigate corruption and
wrongdoing to stimulate government to clean up the “dirt” they have exposed are
called muckrakers. The term comes from a rake designed to collect manure.
President Theodore Roosevelt was the first to apply the term journalism.
Muckraking today may have several different goals. The journalist primary
purpose may be to write stories that expose misconduct in government and
produce reforms. Or the chief purpose may be to present sensational information
that attracts large media audiences and enhances profits. Other manipulative
stories may be designed to affect politics in line with the journalists
political preferences.
9)
Interpretation :-
Media not only
survey the events of the day and bring them to public and private attention,
they also interpret the events meaning, put them into context, and speculate
about their consequences. Most incidents lend themselves to a variety of
interpretation, depending on the values and experiences of the interpreter. The
kind of interpretation affects the political consequences of media reports. For
example: since 1962 the way in which the media interpret the legal and social significance
of abortion has changed considerably. Abortion was widely considered to be
murder. The abortionist was the villain and the pregnant woman was an
accomplice in a heinous crime.
Numerous
circumstances influenced the type of interpretation that the Finkbine story
received. Media outlets interpret messages in more or
less explicit and ethical ways. Newspaper editorials have long been explicit
interpretations of current events, and now cable television and radio personalities
offer social, cultural, and political commentary that is full of subjective
interpretations. Although some of them operate in ethical gray areas because
they use formats that make them seem like traditional news programs, most are
open about their motives.
Thank You
Bibliography
"Functions of Mass Communication."
n.d. https://www.communicationtheory.org/functions-of-mass-communication/.
Graber, Doris A. Mass Media and
American Politics. Ed. Bennie Clark Allen. United State of America:
Monica Eckman, 1923.
Schmitz, Andy. Functions and
Theories of Mass Communication. Andy Schmitz, 2012.