The Role of the Mass Media

The mass media are all those media technologies that are intended to reach a large audience by mass communication. Mass media is communicationwhether written, broadcast, or spokenthat reaches a large audience. This includes television, radio, advertising, movies, the Internet, newspapers, magazines, and so forth. Functions of the Mass Media: Though there are two main functions of mass communication, which are overt and latent functions of communication, six specific functions of the mass media could be identified here. These are: 1.Surveiance of the environment. This is the collection and distribution of information within and outside a particular environment. The information flow is necessary for unity and coherence if we live in the society of collectivity; 2. Correlation of parts of the society. This includes the interpretation of the information, the prescription of conduct and, the comment on social value; 3. Transmission of social heritage. By communicating information through the mass media we are transmitting social and cultural values, which aim at sustaining the society; 4. Educating the masses. Education on the policies of governments and on the rights and responsibilities could be carried out through the mass media. 5. Entertainment function. The mass media also entertain the public by providing emotional relaxation, intrinsic and cultural enjoyment (i.e. provision of momentary escape from problems) and killing boredom; and 6. Mobilization function. This function of the mass media is very important to developing communities everywhere. It seeks to bring the people together and helps to advance national development.

Need and Importance of Mass Media in Our Daily Life

Mass media has become an integral part of our lives and can not be separated from our life. Particularly for the urban people, the need for information is more important than ever. Our values and way of life in the society in this information era are strongly influenced by the mass media like newspapers, TV, radio, video, and the internet. Mass medias influence on peoples lives is even greater and deeper than many kinds of state indoctrination or priests sermons from the pulpit in the church .The full range of

unfiltered media is now available to most of us by using a parabola and satellite transmission. We can buy many kinds of videos freely. Access to the internet is easy and inexpensive almost everywhere. We can find many kinds of information using the internet technology..It is worth remembering that there have been three important revolutions in recent history, i.e. agrarian revolution in farming, industry revolution in mass production and information revolution that provides global access. We are now in the midst of the information revolution. Due to continuing developments in media technology, we are flooded by a huge volume of non-stop information. Most of this information comes to us without a filter or censor. The information can be positive and negative. It is important for all, and particularly teenagers, to be able to look critically at the information and the sources and make positive choices. Having a critical attitude means that we can distinguish between positive and negative information and make choices that will give us information that will benefit us and our society. Media is the most powerful tool of communication. It helps promoting the right things on right time. It gives a real exposure to the mass audience about what is right or wrong. Even though media is linked with spreading fake news like a fire, but on the safe side, it helps a lot to inform us about the realities as well.

Purposes
Mass media encompasses much more that just news, although it is sometimes misunderstood in this way. It can be used for various purposes:

Advocacy, both for business and social concerns. This can include advertising, marketing, propaganda, public relations, and political communication. Entertainment, traditionally through performances of acting, music, sports, and TV shows along with light reading; since the late 20th century also through video and computer games. Public service announcements and emergency alerts (that can be used as political device to communicate propaganda to the public).[7]