MAC 212 MEDIA AND SOCIETY
Akpede, D (1994). “Radio and TV Production” Lecture Monograph.
Daramola, I (2003). Introduction to Mass Communication. Lagos:
Rothan Press.
McQuail, D (2000). Mass Communication Theory. 4th Edition. London:
Sage Publication.
Murphy, D.R (1977). Mass Communication and Human Interactions.
Boston: Houghton Miftlin Company.
UNIT 4 FUNCTIONS OF THE MASS MEDIA
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MAC 212 MEDIA AND SOCIETY
CONTENTS
1.0 Introduction
2.0 Objectives
3.0 Main Content
3.1 Traditional or Conventional Functions of the Mass Media
3.2 Other Functions of the Mass Media
4.0 Conclusion
5.0 Summary
6.0 Tutor-Marked Assignment
7.0 References/Further Readings
1.0 INTRODUCTION
In this unit, we shall take a look at the traditional or conventional
functions of the mass media as well as other functions of the mass
media. This will enable the student to understand and appreciate in
deeper perspective the functions of the mass media in the society.
2.0 OBJECTIVES
On successful completion of this unit, you should be able to:
• explain the traditional or conventional functions of the mass media
• discuss other functions of the mass media.
3.0 MAIN CONTENT
3.1 Traditional/Conventional Functions of the Mass Media
The mass media perform some traditional or conventional functions
which include:
1. Information
This is the first and primary function of the mass media. Information
dissemination is creating awareness on the part of the people.
Communication experts believe that people could be informed of what is
happening or what has happened. The role of information as the pivot in
the growth and development of societies cannot be over emphasized. No
wonder there has been systematically studied by sociologists,
anthropologists and political scientists. Their study proves that
information can indeed lead to social change in the society.
The mass media provide information to the entire society on daily basis.
Such information comes through news on radio, television, newspaper
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and magazines. The news raises the awareness of listeners as in the case
of radio, viewers (television) and readers (newspapers and magazines).
2. Education
The education function of the mass media is meant to teach the people
by imparting knowledge with a view to broaden the horizon of members
of the society. Through different programmes like “Who wants to be a
millionaire?”, “Super story”, etc, members of the public can develop
themselves mentally and morally. Through the education via the mass
media, people can discover themselves and the potentials in their
environment and harness such potentials for the holistic development of
the society. It can be said therefore, that the mass media is a school of its
own. Through it, a lot of people have been delivered from the bondage
of ignorance and illiteracy and it has the power to introduce light in the
life of the audience.
3. Entertainment
Another important function of the mass media is entertainment. The
media can make the people laugh and forget their sorrows.
Entertainment through the media can come in different forms - sports,
drama, motion pictures, short stories, crosswords, puzzles and cartoons.
All these forms of entertainment are by-product of the mass media.
SELF ASSESSMENT EXERCISE 1
Discuss the traditional functions of the mass media.
3.2 Other Functions of the Mass Media
Apart from the traditional or conventional functions of the mass media,
i.e to inform, educate and entertain, the mass media also perform other
numerous functions. Harrold Lasswell in Sambe (2004) identifies the
following functions of the mass media:
1. Surveillance
This means keeping close watch over someone or something. In the
context of mass communication, surveillance means that the mass media
is to inform and provide information to the society by keeping watch on
the activities of government and correcting uncomplimentary
occurrences. Lasswell describe the surveillance role of the media as the
“watchman function”. The surveillance function often corresponds to
what is generally called news handling. This includes the collection and
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distribution of information about events in the environment, both outside
and within any particular society.
2. Transmission of Cultural Heritage
This function of the mass media focuses on the transmission of
knowledge, values and social norms from one generation to another or
from members of a group to newcomers.
The existence of a community depends on the ability of its members to
share common values and to agree on what constitute acceptable
behaviours. Also, the continued existence of the society depends on the
ability of its members to transmit the values and norms of the society
from one generation to another. This can be done through songs and
preservation of certain artifacts.
People’s way of life in terms of dressing can also be preserved by the
mass media. The same thing is applicable to certain cultural festivals
which can be preserved for the sake of posterity by the mass media.
3. Status Conferral
Another function of the mass media is the bestowal of prestige on
people who attempt to remain well informed about events in their
community. In Nigeria, for instance, being well informed about what is
going on in government and society generally is a source of prestige.
People who are well connected are looked upon as opinion leaders. The
function of status conferral comes from being the subject of news
reports. The mass media have the power to make instant celebrities of
hitherto unknown persons either for good or bad.
The electronic media, most especially, have conferral effect on the
audience. People or organizations that are featured in the media tend to
acquire some level of importance above the ordinary. (Sambe, 2004).
4. Interpretation and Prescription of News
The chief function of interpretation and prescription is to prevent such
undesirable consequences of the mass communication of news. The
selection, evaluation and interpretation of news – focusing on what is
most important in the environment, according to Sambe (2004) tend to
prevent over stimulation and over mobilization of the population.
Like surveillance, he observed that the activities of news interpretation
and presentation for behaviour, when performed as mass communication
can also be dysfunctional both at the societal and individual level. On
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the societal level, experts believe that some activities can impede social
change and enhance social disorder in a society. At the individual level,
the dysfunctional role of the mass media is believed to create panic
among individual members of the society.
Another important function of the mass media in modern society is the
agenda setting function. The agenda setting function of the mass media
presupposes the fact that the media can lead members of the public in
taking very sensitive decisions on issues of public significance be it
politics, economic and social standings. The agenda setting function of
the media is predicated on the fact that the mass media can influence a
thinking of members of the public through its court of public opinion.
In addition to the aforementioned functions of the mass media, Folarin
(1998:5) added national integration; social-economic modernization;
and cultural creativity as functions of journalism.
SELF ASSESSMENT EXERCISE 2
Outline other functions of the mass media.
4.0 CONCLUSION
It is an established fact that the role of the media cannot be
underestimated in any society. The media keeps the fabrics that hold the
society together and links all the agents of socialization through its
diverse functions.
5.0 SUMMARY
In this unit, we have discussed the conventional functions of the mass
media as well as other functions.
6.0 TUTOR-MARKED ASSIGNMENT
Explain the role of the mass media in the society.
7.0 REFERENCES/FURTHER READINGS
Daramola, I (2003). Introduction to Mass Communication. 2nd Edition.
Lagos: Rothan Press.
Folarin, B (1998). Elements of Journalistic Style. Ibadan: Stirling-
Horden Publishers.
Sambe, J.A (2004). “Introduction to Mass Communication.” Lecture
Monograph.
UNIT 5 THEORIES OF THE MASS MEDIA
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