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 communication—whether written, broadcast, or spoken—that 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 media’s influence on people’s lives is even greater and deeper than many kinds of state indoctrination or priest’s sermons from the pulpit in the church .The full range of

although it is sometimes misunderstood in this way. it helps a lot to inform us about the realities as well. The information can be positive and negative. We are now in the midst of the information revolution. since the late 20th century also through video and computer games. It helps promoting the right things on right time. music.unfiltered media is now available to most of us by using a parabola and satellite transmission. and TV shows along with light reading. It is important for all. sports. to be able to look critically at the information and the sources and make positive choices. and political communication. Access to the internet is easy and inexpensive almost everywhere. This can include advertising. Entertainment. both for business and social concerns. marketing. public relations. We can buy many kinds of videos freely. Most of this information comes to us without a filter or censor.It is worth remembering that there have been three important revolutions in recent history. Purposes Mass media encompasses much more that just news.. industry revolution in mass production and information revolution that provides global access.e. agrarian revolution in farming. Media is the most powerful tool of communication. traditionally through performances of acting. Even though media is linked with spreading fake news like a fire. we are flooded by a huge volume of non-stop information. It gives a real exposure to the mass audience about what is right or wrong. but on the safe side.[7] . propaganda. 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. i. Due to continuing developments in media technology. and particularly teenagers. We can find many kinds of information using the internet technology. Public service announcements and emergency alerts (that can be used as political device to communicate propaganda to the public). It can be used for various purposes:    Advocacy.