Caribbean Studies

Module 2: The Mass Media and

Development
The mass media is referred to those institutions which use the increasingly
sophisticated technological developments of industrialization for the
communication of ideas, for the purpose of information, entertainment and
persuasion, to large audiences. (Beckford, 2007)
Functions of the Mass Media

The media is an agent of socialization and social control. They

serve as sources of information and ideas for large number of people
consuming their products. In fact, we are consumers of the mass
media and as such, it provides us with direct and indirect experience of

events and processes happening beyond our social experience.

The media ensures an unrestricted public airing of differences of
opinion on issues of public interest and concern which is a healthy

prerequisite for any democracy.

The media acts as a neutral autonomous servant of the public, not only
in raising issues thus acting as a watch dog of the society.

Provision of Information

Media is responsible for the dissemination of information to citizens.

Television, radio, newspaper and internet provide a wealth of
information from politics, natural disasters, fashion, entertainment,

economic and financial trends.

The media has covered local, regional and international events, even if
they do employ some degree of sensationalism to attract readership
and listenership. Events such as crime, general elections and budget

debates are brought to the publics attention.

Behaviour Change
Whatever information is disseminated to the populous it should be of
such that it promotes the health of the society and as such the media
ought to be vigilant in the type of information they provide.
The media should be of such that it educates citizens on issues such as
news, sports, politics, health, economic trends, music, fashion and
cinema. For example, a documentary on global warming can be
informative and might show what can be done to conserve energy
which the viewer can apply to the context of their society to promote
sustainable development. This might help to change the behavior of
individuals and their attitudes towards the environment as well as
demonstrates a sense of self-efficacy that he or she can make a
difference.
Advertisements
Much of the information transmitted by the mass media is in the form
of advertisements for goods and services. Advertisers bring in a lot of

money so that their interests tend to be promoted where programming

is concerned.
Advertisements should be geared more towards promoting the quality
of life of citizens and not only be used to market products to make
profits.

A Free Press
A free press is indicative of a developed democracy. If democracy is
being enhanced by a free press, then certainly that would be evidence
that human development is taking place.
A free press suggests equity and that everyone has a right to express
their views, so long as they do not commit slander or libel. This would
mean that even marginal groups would have a voice in national affairs.
Entertainment and Enjoyment
The mass media entertain through music played, the movies, soap
operas, music videos and talk shows aired celebrity interviews and the
feature stories about various social issues in our society.
The media provides that opium where individuals can relax and release
stress which is an essential aspect of balanced lifestyle. In this sense
the mass media can be a source of recreation.
Forum for cultural expression
The mass media provide a place where the talents of musicians,
singers, actors, novelists and story tellers can be showcased.
It provides an opportunity for the entertainment industry to grow and
for individual artistes to gain fame and increased income.
The boost that entertainers get from being showcased on the mass
media helps to develop cultural industries- music recordings, local
television serials, dramatic presentations- that are widely disseminated
not only in the region but among the Caribbean diaspora as well.
National Identity
The media helps a country to be in charge of its destiny and to build
the national consciousness of its citizens.
The media educates the public about the governments activity and
issues of national importance.
It also allows local culture and national heroes to be celebrated,
thereby building a sense of belonging and a collective destiny. This is
important in independent countries with significant number of people
belonging to different ethnic and racial groups.
Helps develop our culture through regional programmes which helps to
promote integration.
Media and Economic Development
Public and private sector depend on the media to facilitate flow of
information on programmes of economic nature.
It informs the public on the economic policies of the government.
Informs people on redevelopment plans
Helps in marketing business ventures/ investments
Assist in informed decision making among consumers
Advertising employment opportunities
Create partnership with private sector to promote economic venturesworld cup Cricket.
Media and the political Process
Carries political advertisements during political campaigns
Explains citizens rights in the political processes
Provides feedback to government re performance/ popularity
Promotes/ negates policies of ruling government
Indoctrinate masses on political ideology

Disseminates political manifestos of governments/ political parties.

Sources
MOHAMMED, Jeniffer. (2007). CAPE Caribbean Studies, An Interdisciplinary
Approach. Macmillan Caribbean.
Beckford, Evol. (2007) Caribbean Studies Study Notes