Functions of Mass Media

Perspectives on Mass Communication

Models to guide how we think about mass communication processes. Examples of paradigms include the functional and the critical/cultural approaches. Paradigms are helpful because they:

. provide a perspective from which to examine mass communication
. generate concepts to understand media behavior
. help us identify important components or elements in the process


FUNCTIONAL ANALYSIS


In is simplest form, the functional approach holds that something is best understood by examining how it is used. In mass communication, this means examining the uses that audiences make of their interactions with the media.

The Role of Mass Communication

. different media provide different primary uses.
. macroanalysis considers what functions the media provide for society as a whole.
. microanalysis considers what functions the media provide for the individual.

Functions of Mass Communication for Society

For society to exist, certain communication needs must be met. These needs existed long before the advent of mass media. As society became larger, these functions became too large to be handled by single individuals. We should consider the consequences of performing these communication functions via the mass media. Some of these consequences are harmful or negative and are called dysfunctions.


Surveillance.
Refers to role media plays in relaying news and information. There are two main types. Warning (beware) surveillance: occurs when the mass media warn us about impending dangers such as storms, economic declines, military threats, etc.; also used to warn of long-term dangers such as diseases, pollution, population growth, etc. Instrumental surveillance: information that is useful and helpful in everyday life such as movie schedules, stock quotes, sports scores, fads, new products, how-to pieces, etc. Note that not all examples of surveillance occur in the news media; instrumental surveillance often comes from a wide variety of other media sources.

There are several consequences of relying on the mass media for surveillance:

. news (accurate accounts as well as mistaken ones) travels further and faster than ever.
. news of events comes to us second-hand and is usually not personally verifiable; as such,
we’ve come to place our trust in media, or grant the media credibility.
. as a dysfunction, media surveillance can create unnecessary anxiety
. being featured by the mass media may give individuals or issues status conferral, a belief
by the audience—justified or not—that simply being featured is a sign of importance.

Interpretation.
Refers to role media plays in giving meaning and significance to events. Gatekeepers provide interpretations, comments, analysis, and opinions on various events so as to give the audience a better understanding of the event’s relative importance to society.

There are several benefits of relying on the mass media for interpretation:

. audiences are exposed to a wider range of often contrasting viewpoints
. allows us to weigh all sides of an issue before deciding on our position
. gives us a greater depth of expertise upon which to draw conclusions

There are several potential consequences of relying on the mass media for interpretation:

. no guarantee that media interpretations are accurate or valid
. individuals could become overly dependent on media interpretation and lose the ability to
analyze situations or think for themselves

Linkage.
Brings together various elements of society that are not directly connected. The linkage can be based on common interests, usually matching wants with needs, e.g., buyer with seller; dating services; lost and found; Internet outlets such as e-Bay, WebMD, chat rooms, newsgroups, and listservs.

Transmission of Values (socialization).
Refers to ways in which an individual comes to adopt the behavior and values of a group. Individuals exposed to media portrayals of certain types of behavior and value systems are likely to grow up and accept them as their own, and thus pass along these values from one generation to another.

There are several consequences of relying on the mass media for socialization:

. helps stabilize society by creating common bonds between members in terms of shared values
and experiences
. bear in mind that the values and cultural information presented in the media is usually selected
by large groups that encourage the status quo.
. the media can also transmit values by enforcing social norms

Television may play a special role in socialization:

. of all mass media, television has the greatest potential for establishing common social values
. by age 18, the average person has spent more time watching TV than doing anything else
except sleep
. dysfunctions can occur if youngsters watching violent content are socialized into accepting
violence as a means of problem solving
. TV serves as a source of knowledge (accurately or not) about occupations and role models
. many TV images of minority groups reflect the stereotypes held by majority population (Whites)


Entertainment.
The importance of this media function has grown proportionately to the rise in our collective leisure time, and we are spending increasing amounts of that leisure time being passively entertained by all forms of the mass media.

There are several consequences of relying on the mass media for entertainment:

. most entertainment content is designed to appeal to the lowest common denominator of taste
. being passively entertained may inhibit our ability to actively entertain ourselves


How People Use the Mass Media


At the individual level, the functional approach is called the uses-and-gratifications model. This model holds that audience members have certain needs or drives that are satisfied by using both non-media and media sources. Media uses are generally broken down into four categories: cognition, social utility, diversion, and withdrawal.

Cognition.
The process of coming to know something, which is closely parallel to the surveillance function. On the individual level, there are two different types of cognitive functions:

. using media to keep up with current events
. using media to satisfy a desire for general knowledge

Diversion.
Using the media to “get away from it all.” Types of diversion include stimulation, relaxation, and emotional release.

. Stimulation involves seeking some sort of emotional or intellectual mental activity.

. Relaxation involves seeking relief from sensory overload. The type of content is not
the defining factor, because different people find different media material relaxing.

. Emotional release involves seeking some type of emotional catharsis, generally by
creating a vicarious participation in, or empathy with, a situation (fictional or otherwise)
depicted in the media.

Social Utility.
Seeking social integration or affiliation with others, generally by using the mass media as a common denominator of experience. Social utility can manifest itself in several forms, including:

. Conversational currency: Provides a common ground of information and experiences, which can be used to strike up a conversation

. Parasocial relationships: develop when individuals develop feelings of kinship or
friendship with media characters (fictional or not).


Withdrawal.
Using media to create a barrier or buffer zone between oneself and other people or activities.

Content and Context.
It’s important to remember that it’s not only the media content that determines media use, but also the social context within which the media exposure occurs. For example, when going to the theater, the content of a film may be perceived as having less value than the opportunity to socialize with one's peers.

The functional approach to studying mass media makes several assumptions:

. Audiences take an active role in their interaction with various media, and people's needs
provide motivation for media use.

. The mass media are not the only sources to satisfy people's needs; for example, relaxation can be achieved by taking a nap.

. The uses-and-gratification approach assumes that people are aware of their own needs and are able to verbalize them. The approach relies on survey methodology.