The Role And Functions Of Media Media Essay

The Role And Functions Of Media Media EssayThe media is analysed in two ways here as an informative aspect as well as a form of entertainment. independence of expression is usually questi unrivaledd in the media, how free is the media allowed to be? Isnt the media endlessly controlled?What is the consumption of media in society?Is everyone in society treated couplely in the media, when being reported on?IntroductionIt is often a tactual sensation that the media is a rather aright tool, one that gets blamed for all the wrong that occurs in society.What we read in the papers and view on television is usually what we believe.This study unit focuses on the functions of the media and what its spot in society should be.In some other words the function and the role of the media in society within the context of functionalism as a theoretical double.1. What is functionalism? expositionFunctionalism refers to a system, a belief in function over form.Functionalism with regard to the med ia refers to how the media operates as a whole system in society to help work a balance in society.Society as an integrated, harmonious and cohesive whole.Different mixer systems function to exert equilibrium, consensus and social order.Media as a powerful socialisation instrument should contri scarcee towards integration, harmony and cohesion through selective information, entertainment and education.Functions of the mediaWrights model of functions chief(prenominal) functions of the media atomic number 18 to inform and entertain this allows the media to contri besidese manifestly or latently to cultural growth for persons and society.Though its rather a simplistic model especially when it comes to the policy-making functions of the mediaAn example, think of a documentary Special Assignment this literary genre aims to educate and inform society on issues of reality. Latent existing but non yet active or developed. Manifest clear and obvious to actualise or understand.M ODEL OF FUNCTIONS Inventory of questionsWhat be 1.The manifest2.Latent3.Functions and4.Dysfunctions of band communicated5.Surveillance (news)6.Correlation (selection)7. heathen transmission8.Entertainment for the9.Society10.Individual11.Subgroups12. heathenish systems?Objections (Short comings) to FunctionalismFunctionalism takes for granted that agreement prevails over, and disregards conflict in society.The media will not have the same functions for all the hatful in society. Interpreted antitheticly by individuals. Cultural barriers could arise when sympathizeing disparate mediaFunctionalism does not account for social change well established democratic societies Vs societies in the process of transformation.Neglects to generate for feedback (seeing that feedback modifies both the substance and the context)MCQUAILS TYPOLOGY OF FUNCTIONS(Functions / tasks of the media)Information the media (can) with examplesProvide information about events and conditions in society and the worldIndicate relations of powerFacilitate innovation, adaptation and progressCorrelation the media (can)Explain, interpret and comment on the meaning of events and informationProvide support for established authority and normsSocialiseCo-ordinate separate activitiesContribute to consensus grammatical constructionSet orders of precedency and by so doing signal the status of a topicContinuity the media (can)Express the dominant culture and recognise subcultures and new cultural organic evolutionsForge and maintain commonness of look onsEntertainment the media (can)Provide amusement, diversion and the means of relaxationReduce social tensionMobilisation the media (can)Provide social objectivity in issues such as war and politics and economic developmentNevertheless Denis McQuail argues Functionalist models provide us with basic ideas about the role of the media in society.As such, they provide a structured framework for reviewing the significant tasks of media as key socializa tion and ideological instrumentsPlurality in the mediaMedia plurality refers to the diversity in media content usable to society.Media should exist in various forms such as radio, television, and print among other forms catering for all of society.Think of DSTV as an example does a wide contrive of channels mean a wider range of program content? Are more groups of people catered for with the diversity of channels?Plurality aims to claim commonwealth and freedom in the media.The Political functions of media the case of PluralismTo inform about government activityal developments.To guide overt opinion about political decisions.To express different views about political development and decisions.To criticise political developments and decisions.The media can only be empowered to perform these functions ifMedia policy ensures media pluralism (the existence of different media various newspapers, radio stations, television stations, magazines, charges and so on.Media content re flect social plurality.TypesInternal plurality differences within the information and entertainment content of newspapers, radio and television stations should be balanced, offer different opinions etc.External plurality differences amid different newspapers, radio and television stations.LevelsMicro-pluralityConcerns each medium on its own internal the variety of perspectives and voices within a single outlet.Like a specific radio stationMeso-pluralityConcerns media categories the variety of choices available within the same category.Macro-pluralityConcerns all the media, regardless of category, available in a society the variety of choices.All media in societyYou must understand and be able to explain each possibility and to integrate it practically in a case study. In the assignment, you had to integrate a specific possibility into the article provided. In the examination you will be given a kindred case study and asked to explain the specific possibility referred to. Please ensure, and then, that you familiarise yourself with the various theories.Media TheoriesNormative guess (theories are concerned with)Views about the ideal role of the media in society, both to the power structure the recipient.Theories are concerned with issues likeControlRegulationAnd objectives of the mediaConcerned with restrictions on the media in various situations.Authoritarian theoryMAIN press theorythe media according to this theory is controlled and presented according to societies best interests. ( bosom is a mouthpiece of government)Dictatorial societies.Justifies government suppression of the media in extraordinary plentyAssumptionsMedia should not undermine government, vested powers and interestsMedia should be subordinate.Should not contravene prevailing chaste and political values.Censorship is justified.Editorial attacks on government = criminal offences.The media under these governments should propagandise the governments ideology.E.g like Hitler and in Zimbabw eAnalyse article and then integrate the prescriptive media theory, namely the Libertarian theory into article below. Explain the Libertarian theory practically integrate the belief in the theory into article ( expound how journalists reporting on this case tie into the belief of the Libertarian theory.Libertarian theoryProvides a philosophical basis for the on-going, three-way relationship between the news media, government and society.This duty and right seeks to maximize the freedom of the press, and in effect be a watchdog towards the state.MAIN press theoryMedia should be able to publish what they see fit, the media is also allowed to publish information against the ruling power and society should interpret the messages accordingly. (Example of article)People are rational beings capable of distinguishing between truth and falsehood, and between good and evil. Give them all factual information and let them decide. (Example of article)Its the debt instrument of the media to keep the citizens of a commonwealth duly informed of the actions of its government. By having written this article, Boyle is performing this duty set out by the libertarian theory.AssumptionsThe media is a source of information.The media is a platform for expression of divergent opinions.Free from government control.Media should be free from external censorship.Should be accessible to any individual or group.Editorial attacks should not be punishable.No coercion to publish anything.No restrictions on the acquisition of information.No restrictions on import and export of information across bordersThe media should be free from censorship that is external from it, so that certain officials from a political party cant restrict or delete certain remarks that were made to the public because they would want to dictate what the public reads and what not. Publication should be free without a licence for the people reading the material. There are no restrictions like this in South Africa currentl y. If there are any editorial attacks on government it should not be punishable this paves the way for free speech like the article of Boyle, giving his opinion and informing the public. There should be no indispensableness to publish anything as this will give an unjust and skew view of what is happening in South Africa. With parties exerting their power to help their own cause. The acquisition of information should not be restricted if they are obtained through legal channels. For instance the number of South African Police Service members that were suspended because of corruption those are available thus it can be published if the journalist wishes and to inform the public. There should be no restriction so that information about the country may or may not be imported or exported.Social office theoryVariation of first 2 theoriesmedia should be equal and fair in its reporting of incidents and issues. It must be diverse and responsible towards society.Based on the following prem isesReconcile the ideas of freedom and independence with certificate of indebtedness towards society.Media should support democratic political principles.Create a form for different viewpoints.Should meet certain standards.How?Through regulatory bodies, independent of government. (E.g. ICASA for broadcast and telecommunication and the Press Ombudsman for newspapers.)Professional bodies such as the South African National Editors Forum (SANEF)Basic principlesMedia should accept responsibility towards society.Set professional standards (truth, accuracy, objectivity, balance)Self-regulateAvoid information that could rent to crime, violence or social disruption. Not offend ethnic or religious minorities.Be representative of all social groups. Reflect the diversity of society. preventative if the media fail to meet these standards.Soviet communist theoryVariation of first two theoriesMedia must work and be owned by the working class.Main assumptionsAct in the interest of, and be control led by the working class.Media should not be hush-hushly owned.Socialisation, education, information, motivation, mobilisation.Media should respond to needs of recipients.Society can use censorship.Marxist-Leninist view of society must be reflected in programming.Supporting progressive (communist) movementsDevelopment theoryIndependent of these theories because of the unique conditions in third world countriesIndividuals as well as minority groups must be catered for by the media.Basic assumptionsMedia should make a positive contribution to the national development process.Economic development and society should be more important than press freedom.National, cultural and language issues should be high on the medias agenda.Media should give preference to information about other developing countries that are geographically, culturally and politically akin to each otherJournalists have both responsibilities and liberties in obtaining and distributing informationState has the right to intervene by restricting and censoring the media. State subsidiaries and direct control is justifiableThe Media Development and Diversity Agency in South AfricaDemocratic participant theoryThis is the proceeds of the shortcomings in these theoriesReaction against commercialisation and monopoliesAgainst centralisation and bureaucracies in public broadcastingDeveloped societiesEMPHASISMedia multiplicitySmall-scale use of media medias local natureDe-institutionalising the mediaThe interchangeable role of communicator and recipientsHorizontal communicationInteraction and involvementPRINCIPLESRight of access and right to have needs served by the mediaContent should not be politically influencedJustified in terms of needs and interests of recipientsGroups, orgs and communities should have their own mediaSmall-scale, interactive and participatory forms of media are more beneficial. Local contentSocial needs are neglected by established mediaCommunication is too important to be left to th e professionalsRepersuasion normative theoryTheories of the functions and roles of the media fall into 2 types of theorythose prescribing normative tasks for the media in society (the theories mentioned above)those describing the real role of the media in society(there are 5 possible paradigms)Liberal-individualist paradigm emphasis is on individual liberty and upholding democracy.Social responsibility paradigm the media should work to the upliftment of society and its citizens.Critical paradigm the media should question prevailing and oppressive ideologies.Administrative paradigm emphasis on professionalism.Cultural negotiation paradigm emphasis on the rights of subcultures.The media can play one or more of the following roles Collaborativeyoung and insecure nation, collaborate towards development ideals, nation building and national interest, usually the role the governments want the media to play Surveillanceadversarial role, watch-dog and agenda-setter, the media exposes violat ions of moral and social violations Facilitatecreate and sustain public debate Critical / dialecticJournalists examine assumptions and premises of a community. Constitute public debate about prevailing political orderNew thinking about normative theoryNormative theories are changing. It is being questioned by post-modern and post-colonial perspectivesThe post-modern perspective A new media environmentIn post modern societies the distinction between public and private is blurred, in other words it is difficult to recognise a coherent population with shared values and a single ideal.New channels of public communication have introduced aMulti-media approach, (new technology) interactivityCommercialisation market driven what is interesting, not what is important.Popular culture. New genres infotainment, talk shows, reality tv. Like Idols and SurvivorA change in social responsibility from public organisations (broadcasters) to commercial enterprises.Pluralised society.Acknowledgment of difference and diversityEXAMPLE Even democracy is seen to be in crisis. Ideal democracy is being questioned Ideal democracy is being questioned as it has locomote much more fluid and evolving.Democracy in South Africa is also seen as multiform and diverse why?For the post modernists, both society and the media have become so complex, diverse and abundant with choices, so overloaded with media genres, outlets, products, meanings and messages, that normative media theory had befuddled its grip. (Fourie 2007206)The post-colonial perspective de-westernisingColonial Relating to the colonies of the former British EmpirePost colonial Existing or occurring after the end of colonial rule and the gaining of political independence.This is seen as a product of the Western way of thinking about the role of the media in societythe idea of de-Westernising media theory and specifically normative media theory is not newPost-colonialism and comparative theory provide the groundwork for invest igatingubuntuism in South Africa (Africa) as a framework for changing normative theory from an Afro-centric viewpoint. about norms set for the media can be regarded as very Eurocentric and bias.It emphasises the need to develop comparative theories that consciously avoid ethnocentric bias, to focus on elements that advance to be universal in most societies.Revisiting normative media theory in South AfricaAlthough the post-modern argument is eagerly adopted by the South African market, post-colonial theory provides a foundation for investigating the philosophy of Ubuntu in SA as a framework for the revision of normative theory, using an Afro-centric perspective.Ubuntuism as an African moral philosophy. (why or why not can it work as a normative theory)What is Ubuntu as a normative theoryUbuntuism places the emphasis on sharing and confederation in collective life, which is in contrast to Western individualistic freedom of the self.A soul is defined with reference to the community or A individual is born for the other.Emphasis on community and collectively.We need to be careful not to see collectivism in the sense of communism or socialism, but rather to see the individual as a unique centre of shared life.Community is the context in which personhood is defined.Negotiation, inclusiveness, transparency and tolerance.Ubuntu as a normative theorywhen it comes to mass communication the emphasis is on community and collectivitywhen it comes to public interest the emphasis is on the communityA media that provides freedom of expression, space for the concerns, ideas and opinions of the community.Freedom of expression is measured in terms of the wellbeing of the community.When it comes to public interest, the same emphasis would be placed on the community. therefore Stimulating citizen and community participation.It is therefore important that the journalist should act (ethically) in harmony with the morality or principles of the community.This is therefore a journa lism that does not place a high value on objectivity. The journalist needs to get involved in dialogue with the community. Whatever goes to print should be assessed in terms of the impact of the story on the community.Fourie (2007) argues that South Africa should adopt the post-modern acknowledgement of difference and diversity.In this way South African media would reflect the realities of South African society.In practice this requires reporting thatStimulates interaction among citizens and reporters and between citizens and politiciansEnables people to come to terms with their everyday experiencesAcknowledges the complexity of a matter or an issueIs not the hurried conclusion of an observerPenetrates the moral dynamics underlying the issueIs interpreted against the background of the communitys contexts, beliefs, values and needs.Ubuntus roleBonding a communityDialogue towards reaching consensus based on the social values and morals in and of a communitySA suited for postmodern t hought, thus including UBUNTUHow does ubuntuism differ from the functions and social responsibility of the media in western normative theory?Western media thought and focusInformation, surveillance, entertainment and educational rolesMedia freedom and right to protection in order to be able to fulfil its social responsibilityThe individual right to information, surveillance, entertainment and educationThe emphasis thus movesFrom the media as informant, gatekeeper, entertainer and educator TO media as mediatorFrom the media as observer TO the media as participant and negotiator.whitethorn have contradict consequences for freedom of expressionFourie mentionsMay have severe media restrictions, (as in the history of apartheid where the country excluded the majority from rights) with regard to patriotic mediaDistinctiveness of ubuntu as an African moral philosophy compared to Western communitarianism and its associated civic journalismChanged nature of contemporary African culture and v alues, values often far removed from conventional African culture and valuesPolitical misuse of moral philosophyNature of media in a globalised world and the changed nature of the media landscape needs to be considered.EntertainmentMuch of the media produced today serves for the purpose of entertainmentInform and educates on a latent and manifest levelthe five motifs prerequisite for experiencing pleasure and gladness identity, = entertainment focuses on human relationsability, = gives problem-solving possibilitiessurvival, =awareness of eternal values (freeing from anxiety about destruction and death)understanding = of reality and knowledge. shedding new wild on reality (youre not alone)From a rhetorical perspective the individual determines their interpretation of entertainment according to identity, social relationYou can consider family series, law and action dramas or situation comedies, soap operas, game shows,From a behavioural perspectiveentertainment is associated with the human ability to identify with othersproject and introject feelingsbut also with distancing from othersEntertainment also makes a visual impact on the viewerViewers become outsiders (not participants)Entertainment content (like any form of play) is always voluntary.Introjection = viewer adopts feelings of other partyProjection = viewer projects feelings on other party (actors, characters)People are entertained when they produce their own opinions on these situations. get wind Unit 5 (Chap 5) The Effects of mass communication (Effect Studies)Importance of understanding media effectsStrategic importance to understand that messages specific response certain place setting = strategically important in political, social awareness, marketing and advertising irons.Scientific importance contributes to the beneficial use of the media for the improvement of peoples circumstance and society in oecumenicalEthical importance Responsibility of communication workers to know about the pos sible consequences of their work on the lives of people and societyEffects studies seek to discover describe and explain the medias specific effects on our behaviour and thinking in a specific way.E.G. The impact of pornography, violence and / or crime portrayed in and by the media on peoples behaviour.Makes use of mainly quantitative research techniques such as content analysis, survey research.CATEGORISING MEDIA AFFECTSWrite a paragraph in which you question the media effects that can be identified in these articles.Behavioral effectsCognitive effectsMedia messages can affect our knowledge and thinking about something (e.g. thinking about racism)Affective effectsMedia messages can affect our feelings about something (e.g. child abuse, terrorism, violence.)Cognitive effectsMedia messages can affect our behaviour towards something or someone (e.g. contribute to political rising against a government, org or groupManifest and latent effectsManifest when we know that we have been inf luenced by media messagesLatent when we are not aware of its influenceIntended and unintended effectsMay have been planned to achieve a specific effect (e.g. HIV awareness campaign may be intended to warn people against diseaseOr not planned or intended (e.g. May teach certain people how to spread the diseaseTime-scale effectsShort term message exposureExposure to single message like one programme after that person forgets about itIntermediate message exposureExposure to a series of related messages like a series on TV (e.g product campaign, stop smoking)Long term exposureMany exposures to related messages over time (e.g. media violence, pornography or awareness of environmental issues) may change our response or behaviour over a long timeMcQuail main kinds of media-induced effectsIntended changeUnintended changeMinor change (intended or not)Reinforcing what already exists (no change)The media can prevent changePlanned and unplanned effectsPlanned effectsPropagandaAn ongoing cam paign to influence peoples minds by focusing on negative aspects of an opponent / topic. Withholding positive or objective informationE.g. in the political arenaAgenda-settingFramingMedia campaignsAn advertising campaign to promote a specific product or educational development.E.g. Topic people knew initially little or nothing about like global warming and its effectscognition distributionUnplanned effectsThe medias contribution to cultural changeThe medias contribution to SocialisationReality defining the medias interpretations of the realities of daily life and how we should understand themMedia violence if the film or tv programme causes violent behaviour in an individual or amongst groupThe medias contribution to Institutional changeThe medias contribution to Collective chemical reactionEffect theoriesShort-term theories The hypodermic needle theoryTwo-step-flow theoryThe uses and cheer theoryLong-term theories Accumulation theoryDiffusion of innovation theory moulding theory Social expectation theoryMeaning theoryStereotype theoryAgenda-setting theoryFramingSpiral of silence theoryList the theories and before long discussAlso list some of own examples to illustrate the theories discussed1. Short-term theoriesThe hypodermic needles theoryWhat do the media do to people?Certain values, ideas and attitudes are injected into the individual media user, resulting in particular behaviour. The recipient is seen as a passive and helpless victim of media impact.Anomie state to which a group or individual is addicted when they feel that their accepted values, norms and culture is threatenedUsually in countries in the throes of change. New legislations and media reports on them extensively, reflecting on thinking of society, infusing moral debates often to the point of mass hysteria. (e.g. Malema AWB.)Two-step-flow theoryWhat do people do to the media?Mediating factors.Media users are not at the mercy of the media, but selectively expose themselves on the basis o f culture, education, expectations etc. Thus exposing themselves selectively to what they agree to or understandFamily, colleagues and friend filter media users interpretation and experience, acting as buffer for one-sided interpretationsOpinion leaders represent a further bufferIn a commercial media system, media represents a divergent of interpretations on a certain topicThe uses and gratifications theoryWhat do people to with the media? differenceAs a distraction to escape from their routines and problemsThe gratification is an emotional release of a temporary naturePersonal relationsInteraction with others, discussing what they have read, seen or listened toThe gratification is one that provide content of companionship and sociabilityPersonal identityMedia content is used to explore, challenge, adjust or confirm personal identityUse content to compare themselves and their values and situations with those of othersSurveillanceMedia users need and get information about issues that can affect them directly or indirectlyThe gratification is one that satisfies the need for information about immediate and distant world circumstances2. Long-term theoriesAccumulation theoryMedia focus (a newspaper or different newspapers by example) repeatedly + consistent + over a long period, focus on a specific topic= changes in beliefs, attitudes and behaviour.Focus attention and produce messages on specific problems or issues (E.g. race, discrimination, the environment, social habits, crime, divorce, style, sex, politics)Over extended period of time focus stays and presentation corroborate each otherIndividuals become aware of these messages, and a growi