Saturday, April 11, 2009

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. These are:1.Surveiance of the environment. This is the collection and distribution of information within and outside a particular environment. The information flow is necessary for unity and coherence if we live in the society of collectivity;

2. Correlation of parts of the society: This includes the interpretation of the information, the prescription of conduct and, the comment on social value;

3. Transmission of social heritage: By communicating information through the mass media we are transmitting social and cultural values, which aim at sustaining the society;

4. Educating the masses: Education on the policies of governments and on the rights and responsibilities could be carried out through the mass media.

5. Entertainment function. The mass media also entertain the public by providing emotional relaxation, intrinsic and cultural enjoyment (i.e. provision of momentary escape from problems) and killing boredom; and

6. Mobilization function: This function of the mass media is very important to developing communities everywhere. It seeks to bring the people together and helps to advance national development.It could be seen from the foregoing functions that the mass media provide information and education, personal identity, entertainment and most importantly integration and social interaction by giving insight into the circumstances of others as well as by helping with the development of social empathy

No comments: