Functions of Mass Communication

Wright (1960) characterizes seven functions of smokestack confabulation that offer brainstorm into its position in our lives. * Surveillance. The first function of wad communication is to inspection and repair as the eyes and ears for those of us seeking entropy well-nigh our world. When we deprivation to find out the latest news nigh whats happening, we discharge turn on the television, surf the internet, or read a paper or magazine. We rely on mass communication for news and nurture about our daily lives such as the weather, stock reports, or the lift off time for a game.What was one of the first things you did after you hear about the terrorist attack on the World Trade Center? More than likely, you were glue to the Internet or your television waiting for details about the disaster. In fact, your authors campus closed down to allow people to stay at crime syndicate to collect information and be with loved ones, even though our campus is situated on the other side of the country. * Correlation. Correlation addresses how the media present facts that we use to instigate through the world. The information we get through mass communication is non objective and without bias.The grandmother of a friend of your authors stated that the information she heard on the radio, had to be true because it was on the radio. This statement begs the question, how credible be the media? Can we consume media without questioning motive and agenda? Someone selects, arranges, interprets, edits, and critiques the information we see. A friend of your authors has a brother who edits for a major naturalism TV show. When asked if what we see if a fair representation of what really happens, the soulfulness who does the editing simply laughed and said no. * Sensationalization.There is an old motto in the news industry-if it bleeds, it leads that highlights the idea of sensationalization. Sensationalization is when the media puts forward the most sensational messages to tickle consumers. Elliot poses some interesting food for thought Media managers think in wrong of consumers rather than citizens. Good journalism sells, but unfortunately, bad journalism sells as well. And, bad journalism-stories that simply repeat government claims or that reinforce what the frequent wants to hear instead of offering independent reporting -is cheaper and easier to produce (2004, . 35).* Entertainment. stool media provide us with an escape from daily routines and problems by entertaining us (Zillmann & Bryant, 1986, p. 303). Media like People Magazine and E-TV keep us up to fitting on the doings of our favorite celebrities. We watch sports on television, go to the movies, comprise video games, and listen to our ipods and radios. Most mass communication simultaneously entertains and informs. We lots turn to media in our leisure time to provide an escape from our ennui and relief from the predictability of our everyday lives.We rely on media to take us places we could not afford to go or imagine, acquaint us with bits of culture, and make us laugh or cry. Entertainment can have the secondary topic of providing companionship and/or catharsis through the media we consume. * Transmission. Mass media is a vehicle to transmit heathen norms, values, rules, and habits. Consider how you learned about what is fashionable to weather or what music to listen to. Mass media plays a significant role in the socialization process. We look for role models to display appropriate ethnic norms, but all too often, we do not recognize inappropriate or stereotypical behavior.We start shopping, dressing, smelling, walking, and talking like the person in the music video, commercial, or movies. Why would soft drink companies pay Christina Aguilera or Mariah Carey millions of dollars to sell their products? Have you ever bought a pair of shoes or changed your hairstyle because of something you encountered in the media? Obviously, culture, age, type of media , and other cultural variables factor into how mass communication influences how we learn and perceive our culture. * Mobilization. Mass communication functions to mobilize people during clock of crisis (McQuail, 1994).Think back to 9/11. Regardless of your policy-making preferences, we sorrowed as a nation and rallied around national pride and patriotism during this time of crisis. utilize our earlier example, your authors campus decided to suspend classes to allow the campus community time to mourn the loss of fellow citizens. With instant access to media and information, we can collectively watch the same events taking place in real time someplace else, thus mobilizing a large population of people around a particular event.The rising popularity of political websites such as moveon. rg is another line example of the use of mass communication to mobilize people for political action. * Validation. Mass communication functions to validate the status and norms of particular ind ividuals, movements, organizations, or products. The ecesis of particular people or groups serves to enforce social norms (Lazarsfeld & Merton, 1971). If you think about most television dramas and sitcoms, who are the primary characters? What gender and ethnicity are the bulk of the stars? What gender and ethnicity are those that play criminals or those considered abnormal?The media validates particular cultural norms while diminishing differences and variations from those norms. A great deal of criticism focuses on how certain groups are promoted, and others marginalized by how they are portrayed in mass media. Given the power of the various functions of mass communication, we need to be reflective about its presence in our lives (McLuhan & Fiore, 1967). We will now turn our management to the study of mass communication by looking at what mass communication scholars study, and how they study it.