What are the functions of mass media?
Or
Describe different functions performed by different means of mass-media in different spheres related with human life or society.
Functions of Mass Media:
(i) Provide information to people to be put to use by them for their welfare: Today, we all are living an era of information. The amount of information generated today is simply in credible and beyond one's dreams. It primarily the result of the revolution in information technolgoy. Now-a-days, the transformation of information becomes a necessity, if information has to be put to use by people for their welfare. This function is performed by the mass-media.
Mass Media provide information to people regarding day-to-day events and occurrence. This involves everything ranging from the weather condition to the local, national and international events such as politics, wars, and natural disasters.
In large cities and big towns where people are more self-centred and separated from each other, the media keep them informed about what are going around them.
(ii) Entertainment: Secondly, entertainment is another important function of mass media. People get recreation not only through obvious matters of recreation like films (movies) but also through information provided by the media.
Local news programmes, for instance, furnish information as well as entertainment by devoting time in reporting violent crimes and sports.
The local television channels in most of the cases survive primarily because they make profits by proving ample recreation to the people.
(iii) Socialisation of the young: Thirdly, the mass media now play an increasing role in socialisation of the young. As you know, family, peer group and school normally acts as primary agents of socialisation. However, with the development of mass media (newspapers, magazines, radio, televisions, cinema, etc.) children come under the active influence of the media usage. Musicians, poets, dancers, singers, sport heroes, actors actresses give young people new ideas about how to behave and how to dress. Certain values, attitudes and beliefs projected through media are also imbibed by them.
(iv) Participation in maintaining cultural continuity: Finally, the mass-media lend a hand in maintaining cultural continuity.
They play an important role in keeping cultures alive. In the fast changing world, several elements of culture are disappearing from the scene. By showing these elements in media programmes, the people are reminded of the existence of such elements or cultural practices. In India for example, it is radio which broadcasts programmes of classical music and attempts to continue this tradition.
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