Role of Mass Media (With outline)

Role of Mass Media (With outline)

Role of Mass Media (With outline)

Outline:

1. Nature of mass media
2. Electronic revolution
3. Main features of mass communication
4. Role of mass media in our society
5. Essential purposes of mass media
    - Education and instruction
    - Information and interpretation
    - Convincing and persuasion
    - Entertainment
6. Conclusion

The term “Mass Media” refers to the role of radio, television, newspapers, journals, magazines and other media in society. They stand for modern sophisticated channels of world-wide communication. Though the mass media make the communication possible over great distances, they are simply technical devices built into the human communication process. For centuries it was largely through printed matter that common ideals and aspirations were maintained over wide areas. Then the electronic revolution of the 19th and 20th centuries brought the motion picture, radio and T.V. which joined the printed media in spreading information, ideas and providing entertainment.

The media tend to select their audience; and audience likewise select among and within the media. One of the most distinguishing features of mass communication is that it is mostly one way. It works on the assumption that each individual is completely “passive” and will accept the communication like and injection. Secondly, the media are capable of reading millions of people at the same time. Thirdly, the media are addressed to a mythical reader, viewer or listener. Fourthly, the media not only influence socio-economic order in which they perform; they are likewise influenced by it.

In a country like Pakistan the functions of mass media are the same as those in the west, but the nature of masses is vastly different. Low literacy percentage, differences in the way of life of urban and rural population, devotion to cherished traditional norms, economic backwardness, lack of advanced technology present the formation of a standardized cultural pattern.

In their role as a teacher, the media are supplementing the work of home, mosque and school. Keeping within the fold of traditional values, every effort is being made to transform social behavior so that it conforms to the Islamic way of life. The printed and the spoken word in being used to eradicate social evils and to propagate democratic behavior.

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As informers and interpreters, the media do not confine themselves to holding a mirror to an event to show its surface. The gathering complexity of public affairs has made it increasingly difficult to confine reporting to the strait jacket of unelaborated fact. The media, subtly or blatantly, act as powerful sources of persuasion. We have become the focus of all sorts of special pleadings; we are called upon to make manifold decisions, in our various roles as citizens, consumers and members of small groups. Most of the persuasion comes from advertisers or from specialized agencies like the Municipal Corporation or traffic police.

Entertainment has a powerful appeal and the mass media have all the facilities to provide it. The newspapers with its human interest stories, the radio with its lilting melodies, the T.V. with its assortment of plays and sports events – all cater to the individual desire satisfy certain needs. Age, sex, education, socio-economic status – such things tend to influence the reasons for which people turn to the media.