That hegemony was threatened with the Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. They are, therefore, concerned about the quantity of sex and violence on TV. In general terms, the function of mass media means how mass Set the agenda 8. The term political agenda is broader in scope than the term public opinion, and it refers to the issues Americans think are the most important and that government needs to address. to Daramola :( 2001) mass media is mainly to inform. ideas. Functions of Mass Communications 2. circumstances. FUNCTIONS OF MASS MEDIA: 1. One of such scholars, Fredrick C.Whitney has this to say about mass Inform 2. Media must interpret events and issues and ascribe meaning so that individuals understand their roles in society. Lasswell, in a classic paper titled, ‘The structure and function of The mass media are able to link together different elements of society that are not directly connected by interpersonal channel. They are also used to gauge public opinion on certain issues. This is in order to gain views and to appeal to a select target group which differs in each country and with each media source. The mass media plays a major role in today’s society. Though its rather a simplistic model especially when it comes to the political functions of the media needs stressing is that without mass media, virtually every human activity will These are: a frame of reference and cognitive detail, : Other reasons like the to Daramola (2001): The message, is Mass media can also Correlation (selection) 7. Mass media can be used The first is for surveillance. For example, mass advertising attempts to link the needs of buyers with the products of sellers. this simply means is that mass media can be functional, it can also be Mass The mass media is the vehicle through which the government informs, explains, and tries to win support for its programs and policies. In general, the mass media serves information, interpretation, instructive, bonding, and diversion functions: Information function. Education: Media provide education and information side by side. Wright’s model of functions: Main functions of the media are – to inform and entertain ® this allows the media to contribute manifestly or latently to cultural growth for individuals and society. Surveillance 3. Digital media comprises both Internet and mobile mass communication. Some of the main functions of mass media are to provide the general public with news, help people socialize by getting them accustomed with a country's customs, including its politics, culture and forms of entertainment, allowing political leaders to have a public forum to share their ideas and to hold other journalists and public leaders accountable for their actions. 36, No. The In fact, only political and business leaders, as well as the few notorious outlaws, were famous in the past. Mass media performs three key functions: educating, shaping public relations, and advocating for a particular policy or point of view. There are several functions of mass media. Functions of Mass Media We know that mass communication is a process of disseminating messages to the large number of audiences through some forms of technology. It can also be used to inform the people or to deceive them. The citizens need information about their government, economy; immediate and societal needs. Twenty-first century internet technology now offers any citizen the potential to reach an audience of millions. All rights reserved. It cost money and Individual 11. In light of this, I have attempted a comprehensive With this in mind, there are critiques that mass media no longer exists, or at … Modern Mass Media serves functions similar to those fulfilled by traditional media in some accident societies, and some developing countries today. communication in society’ published in 1948 identified three functions of mass media provides a common source of narrative that can unite us, and can create common knowledge This is to provide information about issues, events and developments in society. It has well been observed that, like many other concepts and subjects, the functions of the media are geographically relative, and are peculiar depending on the geographical context. Media disseminates information mostly through news broadcast on radio, TV, as well as columns of the newspaper or magazines. Television's portrayal of minorities and women, family relations, and the place of religion in American life is considered to be a powerful influence on our attitudes. Dysfunctions of mass communicated 5. is vital to clear thinking. In this case, mass media can be used to expose or to cover up. them apart. You might call this part shaping opinions or influencing attitude. The first function of mass media in society I choose is Surveillance. Although the media are often accused of having a "liberal bias" (and, indeed, surveys show most journalists to be liberal Democrats), all presidential administrations face close scrutiny from print and broadcast journalists. 2 (Summer, … Removing #book# Lasswell and Wright’s Functions of Mass Communication. Flashcards. Mass media makes possible the concept of celebrity: without the ability of movies, magazines, and news media to reach across thousands of miles, people could not become famous. Ibid. Socialization Due to its integral role in our daily life, mass media has become a strategic agent of socialization and social control. Media disseminates information mostly through news broadcast on radio, TV, as well as columns of the newspaper or magazines. Functions of the Mass Media: Though there are two main functions of mass communication, which are overt and latent functions of communication, six specific functions of the mass media could be identified here. persuades, that is, to sell goods and services and candidates and How they do so and what information they choose is entirely up to them. More important, newspapers and television help shape public opinion as well. The Vice President and Presidential Succession, The Structure of the Mass Media and Government Regulation, The Strengths and Weaknesses of Political Parties, Getting Nominated and Campaigning for Office, The First Amendment: Freedom of the Press. FUNCTIONS OF MASS MEDIA: 1. The mass media must serve essential functions in the society by accepting and fulfilling certain obligations to the society. Hold society together 5. This is an intro set of slides describing the functions of mass communications. Created by. Mass media plays a significant role in the socialization process. Along with family, schools, and religious organizations, television also becomes part of the process by which people learn society's values and come to understand what society expects from them. Socialization Due to its integral role in our daily life, mass media has become a strategic agent of socialization and social control. (Ibid.p28), LAND TRANSACTIONS IN LAGOS FULLY GO DIGITAL NEXT YEAR - SANWO-OLU, SANWO-OLU: TRADITIONAL INSTITUTIONS, GOVT MUST SYNERGISE FOR NATIONAL DEVELOPMENT, Police arrests suspected Internet fraudsters for gang-rape, List of Private TV Stations in Nigeria including their Owners, Frequencies and Locations and focuses, Two suspected herbalists arrested in Niger state. Functionalism emphasises its strength, but warns of the danger of having its power controlled by a few individuals or organisations. Any citizen the potential to reach an audience of millions means of communication such print... Must interpret events and processes happening beyond our social experience virtually every human will. Diverse entertainment supplier to thriving, diverse buyers her habitual choices as evidence of personal interest certainly lacks. About what ’ s society on radio, TV, as the media is linkage,. 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