Functions of Mass Communication for Society

Answer the following questions:

What functions of mass communication can you guess?

What are some of the consequences of the mass media’s performing its functions?

Guess the meaning of the following words:

Study the following words and expressions:

Read and translate the text using a dictionary if necessary:

For a society to exist, certain communication needs must be met. Primitive tribes had sentinels who scanned the environment and reported dangers. Councils of elders interpreted facts and made decisions. Tribal meetings were used to transmit these decisions to the rest of the group. Other members of the tribe may have been storytellers and jesters who functioned to entertain the group. As society became larger and more complex, these jobs grew too big to be handled by individuals. With the advent of a technology that allowed the development of communication, these jobs were taken over by the mass media. This change was an important one, and the consequences of performing these communication functions by means of mass communication can be opposed to interpersonal communication.

Of all the media functions, this one is probably the most obvious. Surveillance refers to what we popularly call the news and information role of the media. The media have taken the place of sentinels and lookouts. Correspondents for wire services, TV networks, and newspapers are located across the globe. These individuals gather information for us that we couldn't get for ourselves. Their reports are tunneled back to mass media organizations that, in turn, produce a radio or TV newscast or print a paper or magazine. The surveillance function can be divided further into two main types. Warning or beware surveillance occurs when the media inform us about threats from hurricanes, erupting volcanoes, depressed economic conditions, increasing inflation, or military attack. These warnings can be about immediate threats ( a television station interrupts programming to broadcast a tornado warning), or they can be about long-term or chronic threats (a newspaper series about air pollution or unemployment).There is, however, much information that is not particularly threatening to society that people might like to know about. The second type, called instrumental surveillance, has to do with the transmission of information that is useful and helpful in everyday life. News about what films are playing at the local theaters, stock market prices, new products, fashion ideas, recipes, teen fads, and so on, are examples of instrumental .surveillance.

Closely allied with the surveillance function is the interpretation function. The mass media do not supply just facts and data. They also provide information on the ultimate meaning and significance of those events. One form of interpretation is so obvious that many people overlook it. Not everything that happens in the world on any given day can be included in the newspaper or in a TV or radio newscast. Media organizations select those events that are to be given time or space and decide how much prominence they are to be given.

The most obvious example of this function can be found on the editorial pages of newspaper. Interpretation, comment, and opinion are provided for the reader so that he or she gains an added perspective on the news stories carried on other pages. Perhaps an elected official has committed some impropriety. An editorial might call for that person's resignation, thus demonstrating that the management of the newspaper considers this impropriety to be serious. A newspaper might endorse one candidate public office over another, thereby indicating that at least in the paper's opinion, the available information indicates that this individual is more qualified than the other.

The mass media are able to join together by interpersonal channels different elements of society that are not directly connected. For example, mass advertising attempts to link the needs of buyers with the products of sellers. Legislators in Washington may try to keep in touch with constituents' feelings by reading their hometown papers. Voters, in turn, learn about the doings of their elected officials through newspapers, TV, and radio. Telethons that attempt to raise money for the treatment of certain diseases are another example of this linkage function. The needs of those suffering from the disease are matched with the desires of others who wish to see the problem eliminated.

Another type of linkage occurs when geographically separated groups that share a common interest are linked by the media. The outbreak of hostilities in the Persian Gulf linked together a whole nation concerned about the safety of their friends and relatives in the armed forces. Media usage reached record levels during the war as people turned to TV, radio, newspapers, and magazines to learn the latest war news. Television coverage on the Tiananmen Square violence in Beijing linked together students in the United States who started their own protests in support of the Chinese students.

Of course, it is entirely possible that the media can create totally new social groups by linking members of society who have not previously recognized that others have similar interests. Some writers call this function the "public-making" ability of the mass media.

On the other hand, this linkage function may have negative consequences. Persons with antisocial interests can be linked as easily as dinosaur buffs. Thus media attention to terrorists and other extremist groups might prompt others in the same direction.

The transmission of values is a subtle but nonetheless important function of the mass media. It has also been called the socialization function. Socialization refers to the ways in which an individual comes to adopt the behavior and values of a group. The mass media present portrayals of our society, and by watching, listening, and reading, we learn how people are supposed to act and what values are important. To illustrate let's consider the images of two totally different concepts as seen in the media:mother-hood and pets. The next time you watch television or thumbthrough a magazine pay close attention to the way mothers and children are presented. Mass media mommies are usually clean, loving, pretty,and cheerful. Babies, as seen in the media, are usually happy, healthy, content, and cherubic.They seldom cry and neverspit up. When they interact with their children, media mothers tend to be positive, warm, and caring. They are all understanding, reasonable, friendly, and devoted to their children. Obviously, these examples show that these media portrayals picture motherhood and childrearingas activities that have a positive value for society. Individuals who are exposed to these portrayals are likely to grow up and accept this value. Thus a social value is transmitted from one generation to another.

Pets provide another example in which this transmission of values is readily apparent. All pets are trusted companions,loyal pals, and protectors of the young. Media dogs seldom snarl at baby sister and never soil thecarpet. Not surprisingly, as each new generation is exposed to the portrayal of media pets, they are likely to come away with a positive value attached to the idea of owning a pet.

The mass media also teach us about people; they show us how they act and what is expected of them. In other words, the media present us with role models that we may observeand perhaps imitate. A study once indicated that many adolescents learned about dating behavior by watching films and television programs that featured this activity.

Another obvious media function is that of entertainment. Most of a newspaper is devoted to covering- the events of theday, comics, puzzles, horoscopes, games, advice, gossip, humor, and general entertainment features usually account for around 12 percent of the typical content in an American daily paper. Television is primarily devoted to entertainment, with about three-quarters of a typical broadcast day falling into this category. The entertainment content of radio varies widely according to station format. Some stations may program 100 percent news, while others may schedule less than 5 percent.

In the past, this entertainment function had been filled by interpersonal communication. Troubadours, storytellers, court jesters, and magicians fulfilled this function in the centuries before the media. What are the consequences of having this task now taken over by mass communication? Clearly, the media can make entertainment available to a large number of people at relatively little cost. This helps make leisure and recreational time more enjoyable. On the other hand, entertainment that is carried by the mass media must, almost by definition, appeal to a mass audience. The ultimate result of this state of affairs is that media content is designed to appeal to the lowest common denominator of taste.

One other consequence of the widespread use of media for entertainment is that it is now quite easy to sit back and let others entertain you. Flicking on the TV set, picking up a magazine, and going to a movie require little effort on our part, and some fear that the media do such a good job of entertaining society that they encourage passivity. Instead of playing baseball, people might simply watch it on TV. Instead of learning to play the guitar, an adolescent might decide to listen to a record of someone else playing the guitar. On more than one occasion critics have charged that the mass media will turn people into watchers and listeners instead of doers.

Ex.1 Answer the following questions:

1. How were communication needs met in primitive tribe?

2. Which functions of mass communication for society can you enumerate?

3. What does surveillance function refer to?

4. What are some of the consequences of relying on the mass media to perform this surveillance function?

5. What is interpretation function like?

6. What examples of linkage function can you give?

7. What is the main purpose of the socialization function?

8. Which pros and cons does the entertainment function have?

Ex.2. Give Russian equivalents to these expressions:

Ex.3. Give English equivalents to these expressions:

Ex.4. Match the words with their definitions:

Ex.5. Complete the table with the appropriate forms of the words given:

Ex.6.Insert the words and phrases given into the sentences in their correct form:

1. Of all the media functions, this one is probably the most____.

2. As society became larger and more___, these jobs grew too big to be___ by individuals.

3. These___ can be about immediate___, or they can be about long-term or chronic threats.

4. ___ refers to what we popularly call the news and information role of the media.

5. The mass media do not supply just___.

6. Another type of ___ occurs when geographically separated groups that share a ___ are linked by the media.

7. The transmission of values is a ___ but nonetheless important function of the mass media.

8. In other words, the media present us with role models that we may ___ and perhaps ___.

9. On more than one occasion critics have charged that the mass media will turn people into ___ and ___ instead of ___.

10. The ultimate result of this ___ is that media content is designed to appeal to the lowest common denominator of taste.

Ex.7 Translate from Russian into English:

1. Примитивные племена имели часовых, которые внимательно осматривали окрестности и сообщали об опасностях.

2. Наблюдение относится к тому, что мы обычно называем новостной и информационной ролью средств массовой информации.

3. Предупреждающее и остерегающее наблюдение имеет место, когда средства массовой информации сообщают нам об угрозах от ураганов, извергающихся вулканов, тяжелых экономических условий, растущей инфляции или начала военных действий.

4. Не все, что происходит в мире в любой момент, может быть включено в последние газетные, телевизионные или радио новости.

5. Нужды тех, кто страдает от болезней, согласовываются с желаниями тех, кто хочет видеть проблему решенной.

6. Социализация относится к путям, которыми отдельный человек приходит к принятию определенных поведения и ценностей.

7. Трубадуры, рассказчики, королевские шуты и маги веками выполняли функцию развлечения до появления средств массовой информации.

8. В большинстве случаев критики обвиняют средства массовой информации в том, что они превратят людей в созерцателей и слушателей вместо созидателей.

9. Средства массовой информации представляют образы нашего общества и мы, слушая, наблюдая и читая, научаемся тому, как люди поступают и какие ценности важны.