Role of mass media

The mass media plays a significant

role in modern society. They bring
about a general diffusion of
knowledge about life in the world
today, thus influencing many aspects
of our social, political and economic
patterns.
Broadly speaking, there are four
major primary roles performed by
mass media
 INFORM
The primary role of mass media is to
provide the latest information in the
fields of interest of the audience. The
latest technologies in media
concentrate on making transfer of
information from source to audience
faster and wider. In a society where
information accessibility is a
parameter of measuring power,
information rules roost.
 Example:
The information about when will we
have our next general election, which
cultural event is taking place in
which part of the town, which latest
gizmos are launched in the market,
the prevalent fashion and trends are
all ways of getting informed. Media
does it for the masses.
 ENTERTAIN
Entertainment is another use that we put
media to. In fact , some media theories
support the view that entertainment is the
basic function of media. According to this
view, people look for entertainment even in
news. After grilling a day at work or studies,
everyone looks for relaxation or an escape
from the reality. Media provides its consumer
some kind of escape diversion from the
realities and anxieties of daily living. This is
made possible by the entertainment function
of media.
 Example:
Cartoon network provides
entertainment for children while
teenagers watch MTV or V channel
for the latest in music or
programmes of their taste. For men
it may be the sports channels and for
women folk, it may be the soap
operas. Entertainment is an
important need which media serves.
 EDUCATE
Media has the advantage of a great
reach. It can simultaneously
communicate to multitude of
audiences which makes is special.
The best purpose media can serve
and the best way it can contribute to
social progress is by educating the
masses keeping in mind the real
needs of the audience. Different
audiences have different needs to
 Example:
Housewives need to know about
what kind of food can keep their
family healthier; students need
career guidance, etc.
 PERSUADE
Media also makes specialized communication
to some select audience in order to bring
about a desired behavioral change. All
advertising is an example of this. It is an
effort to convince the audience to buy the
product or service the communication is
advocating for. Advertisers aspire to bring
about the change in behavior of the
audience by convincing them to make
positive decision to buy their product by
influencing them through
 Their media messages. It may even be
done by means of manipulating public
opinion regarding the image of an
organization. Media exercises influence
on the audience to change their attitude
towards on object or subject.

Besides these primary functions, there

are some secondary functions that mass
media serves. These affect public opinion,
political opinion and government, to
improve the socio- political fabric of our
democracy. These include:
Surveillance of environment
Media acts as a watchdog for the society.
Surveillance of environment involves
seeking out and then transmitting
information about the society and all
other relevant elements. most of this
surveillance of media is news.
Wilbur schramm(1980) explained this in
relation to the audience need. According
to him , we ask the mass media to serve
as our eyes and ears, sometimes our
voices in distant places.
we count on them to survey our
environment and reports As per our
interest and use them as a basis for
forming attitudes, stating opinions
and taking decision.
 Correlation
Mass media helps us to relate to the larger
society. It provides a forum of debate and
discussion and helps the audience to interpret
better. It may help in improving the use of
information for the people.
example: the editorial sections of the
newspaper and programmes on television
involving debates and opinions on policy
matters like public platform of discussion to
the people amid themselves as well as with
their chosen leaders.
 Public opinion
Public opinion the engine that keeps the wheels
of the democracy turning. Though we elect
officials to conduct our government, they are
restrained by the influence of the same public
opinion that put them into office. The average
person is strongly affected by the social group
and the opinion leaders who reflect the
opinions obtained from the mass media. Thus
the divergent views and in-depth analyses
presented by the mass are of vital importance
In the stance public takes on critical issues.
 Political agenda
Though similar to public opinion, political agenda
indicates a wider scope. It includes all those
matters that people consider important and need
to be considered by the government. The press is
regarded as market place of political thought in
a democracy, for the policies and aims of
government are made known through the
channels of the press. they are then examined
exhaustively by the opposition , commentators,
editors and public in general. Television and radio
further publicize this interplay of opinion through
 News report similar to those appearing in
the newspapers, interviews and panel
discussions. Thus mass media affects our
opinion on varied issues like civil rights, the
economy, immigration and welfare. Diligent
editors and commentators work on the
principle that all the facts in political
situation must be presented to the public.
Only after considering these facts can the
public make its decisions. In fact research
shows a very close relation between the
importance the public gives to particular
issues and media coverage on those
issues.
 Link between government and
people
Mass media definitely acts as a link between the
government and the people, thus building up the
political fabric of the Indian democracy.
There are several channels through which political
leaders can express their views and rally public
support for their policies. Through the mass media
the government can inform, explain and convince
the public over their programs. Efforts are made
by our elected representatives to reach the voters
by means of press conference, radio interview, TV
panel discussions , magazine articles and even
books.
 Socialization
Another important function of mass media is
to illuminate the social fabric and to influence
the shape of its pattern. Various aspects of
our habits, desires and relationship, both as
individual and as groups, are examined by
the media; thus it helps in shaping our social
values. Getting along with the neighbors,
personal problems, and our taste in popular
music , racial tensions, athletics, interior
decorating, trends in fashion and the beliefs
of
 Religious groups are constantly the
subjects of reporting and discussion
by the press, books as well as radio
and television programs. Newspapers
and channels always face the
problem of the type of material to be
selected for printing and
broadcasting, so as to use its
influence on social action, more
responsibly.
 Conclusion
These functions often overlap and interact.
Each mass media event possess the
potential for serving any or all of these
functions. The goal of the medium in
communicating successfully is reached when
both the sender and receiver come on the
same wavelength and understanding about
intention of the communication made. In
order to accomplish their tasks appropriately
, it is important to obtain feedback from the
receivers about the communication. This
makes communication successful.