Introduction
Mass communication is the technique of delivering information to huge, anonymous, and dispersed diverse masses of recipients who could be far away from the message sources by using advanced equipment. In other terms, communication is the transmission of information to many people via a mass medium. According to (Dominick 2010), the media’s formulation as well as distribution of a homogenous message to a extensive heterogeneous audience are known as mass communication. In contrast with the findings of human interaction as in other communication situations, mass communication analyzes the uses besides impacts of the media by a large number of people. The roles of mass communication in the society that will be discussed in the paper are correlation, surveillance of the environment, the transmission of culture, and entertainment, among others.
Environmental surveillance
This is one of the essential major roles of mass communication, according to (Laswell and Smith 2015). According to (Rabiu 2010), the media took on the role of a watchman in this capacity. Surveillance is the practice of watching people, things, or processes in systems for conformance to anticipated or preferred norms to maintain security or socialization. Although the term “surveillance” technically means “to watch over,” it is frequently used to refer to any survey or tracking, not just a physical observation. Surveillance of the environment entails gathering and disseminating data about society and other pertinent factors (Smith & Lasswell, 2015). Mass communication maintains an eye on local and regional socio-political-economic developments and relays the information to the public through innovative reporting.
Spreading of information
Besides, mass communication gives information. Humans would have a lower quality of life if we didn’t access the information we acquire through the media. Information is now viewed as power in Western countries. People become more powerful the more knowledgeable they are. Many who have access to that information should use it for their benefit (Hovland & Lumsdaine, 2017). Humans have access to a wealth of knowledge about their surroundings because of mass media. News of wars, danger, calamity, earthquakes, drought, and other events is crucial because it allows us to take proper precautions to protect our interests. Humans require entertainment to break up the monotony of their hurried, stressful lives and distract attention away from the problems and anxieties. Such a diversion will be beneficial to their life. Films, TV shows, theatre, dance, music, art, humor, gaming, animation, and other forms of mass media give a wide range of entertainment to audiences.
Performing correlation
The word “correlation” is how the media delivers information to function in society. The information people acquire through mass media is not unbiased or objective. “It has to be genuine if it is online,” as people say cynically (Dominick, 2010). However, humans do not believe that individuals in previous generations would have habitually assumed it “had to be real” because it was announced on the radio. The statement raises the question of media credibility. Is it possible to consume information without questioning its motivations and ideology? The data used throughout the media is chosen, organized, interpreted, edited, and critiqued by someone. If one asks anybody who works for a major television Show if whatever is seen is a realistic picture of what happens in the real world, they will almost certainly say “no.”
The purpose of mass communication as forums is to allow for sharing ideas and criticism. In magazines and newspapers, this role of mass communication brings interest via lead publications, articles, and special articles; in TV and radio, this function arouses interest using news commentaries and current events (Turow, 2019). The goal is to increase the quality of information and its usefulness to citizens. The term “forum” refers to a gathering area where people can share their opinions. This function of the media allows viewers/readers to understand better the surroundings and activities taking place around them.
The debate as well as discussion
The audience can clarify divergent opinions on matters of interest of the public and reach a broad consensus on issues that affect everyone through discussion and debate in the media. Dominick,2010). The public is also allowed to express their opinions through discussion and debate in talk shows broadcast on various forms of media.
Cultural Promotion
The media educates people on how to live better lives and keep society’s culture alive. Culture can be maintained and promoted through the use of mass media. It showcases many countries’ cultures, traditions, and customs while also assisting us in promoting our own to the rest of the world. Individuals get to know each other, appreciate and understand one’s way of life, as well as acquire a tolerance for one another as a result(Rabiu,2010).
Besides, Individuals, organizations, as well as products use mass media to affirm their status and standards. Validation of specific individuals or groups helps to reinforce social standards. Who are the main characters in the majority of television dramas and sitcoms? What are the highest number of the stars’ ethnicity and gender? Who are the actors who portray criminals or individuals considered odd, and what sexuality or race are they? The media legitimizes certain cultural standards while downplaying their variances and deviations (Turow, 2019). Much criticism is directed at how particular parties are encouraged while others are sidelined by how they are represented in the media.
Persuasion of individuals
Persuasion is a term that refers to the act of persuading others. Smith & Lasswell (2015) said that the ability to persuade the other person is one of the most crucial tasks of mass communication. Only by persuasion is it possible to dominate and govern people. However, it is also possible to use persuasion for nefarious purposes (Hovland & Lumsdaine, 2017). The receiver must carefully consider the origin of such influence. Both emerging economies make extensive use of mass communication’s persuasive potential. The media is often employed to promote socioeconomic advancement and consumer product sales.
Giving Instruction
Mass communication aids in the instruction, education, and socialization of society’s members. People can use mass communication to gain access to a wealth of information knowledge, including skills to function as productive citizens. The good impact of mass media also raises awareness, provides direction, and provides opportunities to the public (Naveena, 2015).
According to Dominick (2010), as the primary means of communication in modern democratic societies, the mass media play a vital role. The mass media is the public’s key source of data and the foundation for their views and political decisions. As a result, any choice of communications in the press will have a major impact on society. Television and cable television, for example, can have a negative impact on our culture at times. The viewers of these media follow everything that is broadcasted in the hopes of being entertained, whether it is violence, obscenity, or other forms of entertainment. Aside from that, advertising imprints images and impressions on children’s minds. They expose children to a material world in that they want things out of reach. In addition, excessive television viewing leads to obesity and a distraction from studies, sleep, and a healthy diet. Turow, (2013) says that mass communication does have an impact on and even reflects society’s beliefs and behaviors. Still, it does so in conjunction with a slew of other cultural, socioeconomic, and political elements. The media, on their own, have limited potential to inspire, change, or evolve. Hindi cinema, for example, may establish fashion trends for males and females in the fields of clothing, haircuts, speaking, greetings, and socialization. People may even go to the extremity of acting out what we are seeing or hearing on the news, such as with an aggressive gesture or demonstration, but changing the values and cultures requires much more than movies or television.
Conclusion
There is not a single reason for mass communication. Through its development, more and more applications have emerged, and its function in society has grown significantly. The mass communication roles are environmental surveillance, spreading of information, instruction, correlation, cultural promotion, and conducting debate and discussion. Besides, mass communication helps in entertainment and binding of people together.
References
Catalán-Matamoros, D. (2011). The role of mass media communication in public health. Health management-Different approaches and solutions, 399-414.
Smith, B. L., & Lasswell, H. D. (2015). Propaganda, communication and public opinion (Vol. 2314). Princeton university press.
Dominick, J. R. (2010). The dynamics of mass communication: Media in the digital age. Tata McGraw-Hill Education.
Turow, J. (2013). Media today: Mass communication in a converging world. Routledge.
Rabiu, M. S. (2010). Functions and dysfunctions of mass communication media. Creative Artist: A Journal of Theatre and Media Studies, 4(1), 165-187.
Turow, J. (2019). The critical importance of mass communication as a concept. Mediation, information, and communication, 9-19.
Hovland, C. I., & Lumsdaine, A. A. (2017). Experiments on mass communication. Princeton University Press.
Naveena, N. (2015). Importance of mass media in communicating health messages: An analysis. IOSR Journal of Humanities and Social Science (IOSR-JHSS), 20(2), 36-41.
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