CONSTRUCTION OF MASS COMMUNICATION TO MODERN SOCIETY

CONSTRUCTION OF MASS COMMUNICATION TO MODERN SOCIETY

There are various theories on the effects of mass media messages on individuals, groups and society, whatever the case, mass media contributes should be taken as, a sub-system. In the functioning and dysfunction of the societal system the following are the major contributions:

        i.            Media messages help to promote social cohesion by making us do things as others expect us to do men (socialization). The media helps to reinforce good conduct by carrying messages about rewards and punishment for good and evil deed through the news and commentaries on public affairs. But the penchant for violent films by the television stations may detract from this point depending on the media violence theory perspective one examines it (see then chapter on media violence theories).

   ii.            The mass media confer status or prominence of some individuals in the society thus rising' to leadership position. This status conferral effect is achieved by focusing on rich and influential individuals in news and programmes.

 iii.            The media set the agenda for public discussion since the penchant issues given prominence are considered the major issues of the day.

 iv.            The media always engage in surveillance activities by forecasting about issue that affects the existence of audience members. They alert the people so that proactive action can be taken to avert disasters. They scan the environment in order to disclose threats and opportunities.

   v.            The mass media provides the common basis of news and information which makes opinion polling meaningful.

 vi.            The mass media have the ability to bypass communication channels and authority structures in political, religious, educational, economic and kinship spheres by establishing direct contact with individuals. In some cases, messages and disseminated without institutional control to the extent that parents may not prevent their children from accessing adult messages (Mcquaill 1980).

vii.            Mass media messages unite the people during crisis by releasing messages from a central source. However, some people regarding this tranquilizing role as dysfunctional since those who are likely to oppose the system are forced into a position of unethical acceptance of prevailing injustice (see Mcqualli IBID).

viii.            Harold Lasswell in discussing the system, stabilizing function of communication, identifies as functions of mass communication, the surveillance of the environment. The correlation of the components of society by interpreting information about events in the environment and prescribing solutions or appropriate reaction to them (e.g. through editorial editing and transmission of social heritage from one generation to the next (e.g. through cultural programmes). Through this they will help sustain the socialization of individuals even after formal education has ended. Charles Wright later added the fourth function of entertainment to Lass well’s list. This function relates to the provision of amusing programmes of audience.

  ix.            In communist systems the mass are regarded as part of the apparatus power of the ruling party and such are meant to disseminate censored information to the people and indoctrinate them by a manipulated opinion. The west equally purses these goals in defense of capitalist ideology despite their freedom.

    x.            In developing nations, the mass media are expressed to serve as facilities development by carrying out task in line with established policy. For example, they are expected to help in the tasks of national integrations, cultural creativity and eradication of illiteracy.