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Functions of the media [macro] (surveillance of the environment (education…
Functions of the media [macro]
surveillance of the environment
refers to the collection and distribution of information by the media
education
the information that media opens up to individuals allows them to gain awareness and to further their knowledge
through mediums such as websites, blogs, videos etc.
examples
-IPPC website which allows viewers to view reports pertaining to the organisation and it's findings related to climate change.
VOX - is a organisation that curates media pertaining to global issues that are currently occuring. It helps broaden one's knowledge about issues not covered by mainstream media and helps to increase one's awareness about the world around them.
positive impacts
it lets people make informed choices as it aids them in seeing the bigger picture about societal issues. (e.g in elections, OBJECTIVE portrayal of the media would encourage viewers to form their own opinions and thus know who would be best to lead them)
given the fact that formal schooling in most parts of the world end at 16 years of age
, the media serves as a tool for individuals to deepen their understanding about the world around them.
it provides the poor and illiterate and avenue to pursue education, although unconventional and not certified.
it has the potential to minimise disruption in formal schooling during global crises such as a pandemic
the provision of e-learning resources for students allows them to continue and access educational resources to aid in their studies
negative impacts
the fact that the media is a corporation, meaning that at the end of the day, their main objective is to maximise profits [MSM]
thus their content may comprise of topics which gain the most viewership, and is not necessarily the most important news that they can present.
while it is ideal for the MSM, such as broadcasting networks to remain objective and have a neutral stance to give viewers an informed assessment, it is often tainted with subjective biases [reliability of the media]
e.g fox news, which has a rather evident bias for the republican party.
education of the public could be hindered by government interference, especially in autocratic or dictatorship governments
this essentially boils down to propaganda and thus forces people into a cycle of violence and fear
while it is a core duty for the media to check the authenticity and the validity of the information they present, it is not always the case. Due to the onslaught of constant information, educational tools become counterproductive as what is being shared may not be accurate or just plainly false.
especially with the emergence of new media, there is less accountability for the information being spread around as the individuals lack culpability. they are not held accountable by the law and often, as equally clueless or gullible despite their good intentions
e.g the sharing of reports of gang violence in singapore in 2019- it turned out to be false yet has brought about undue panic to singaporeans
Individuals
the media is one of the most fitting avenues for individuals, such as youths to develop their interests.
comapnies/ industries
the media grants industries knowledge of consumer behavior through platforms such as social media, which increasingly uses personal information and consumer patterns to determine their course of action. [ethical side will be further discussed elsewhere]
government
it grants the government a platform to voice their policies and to reach a broader audience. coversely, it allows them to know of the wants of their community, which perhaps can help to adjust policies.
interpretation
negative impacts
it can lead to bias views in the masses as such interpretations are written to persuade others of the writer's views or opinions on matters.
it can have a polarizing effect on the community due to the bias that commentaries can have (especially if repeated)
editorials can be highly subjective, even if real data is present.
positive impacts
helps explain to the masses the true meaning and state of the issues in society. It provides a much more in-depth analysis and understanding to various sides of the case, allowing them to weigh and assess the situation in a fairer light
the analysis are often given by experts, who have had significant experience and can thus provide accurate information, it eliminates the risk of a faulty appeal to authority.
hones the critical analysis capabilities of individuals as they adopt the analytical skills of experts, through habitual reading
News analysis, commentaries, editorials, and columns are some examples of interpretative contents.
information
the media serves to provide facts and opinions about issues pertaining to society, essentially acting as society's collective memory
can be objective, subjective, primary and secondary information
the media,especially the new media offers an extremely wide array of diverse information pertaining to all topics that the human mind can think of.
as it is viewed as a tool for the masses, the proliferation of information throughout the different modes of media encourages the freedom of expression and information.
positive impacts
amplifies the voice of individuals, especially those who are marginalised and oppressed.
which consequently inspires others to take a stance and fight against the current injustices present in society.
Arab Spring
2019 Protests
Hong Kong
Chile
Indonesia
France
Netherlands
could be attributed to globalization and how there is a rise in the voices of the masses
it is wrong to ignore the influence that these protests have on one another, especially with increasing international coverage by the mainstream media, protests are likely to stir and evoke feelings of unrest that some individuals may have for their governments.
could lead to violence, instability and war
it creates awareness and advocates for change
social media has been a powerful platform for individuals to raise awareness about critical issues such as climate change- Greta Thunberg.
negative impacts
propaganda
corporate/ gvt
surveillance
negative impacts
can become counterproductive when the government utilizes media.
autocratic governments or tyrannical world leaders uses media to influence their citizens or try to suppress the voices of the masses.
They do so through the use of propaganda or through the subversion of expectations of its people
can have polarizing effects in individuals, eventually in communities
esp with new media, people tend to follow and gravitate towards content that they like / obey / agree with. Social media algorithms are trained to maximize readership, and thus targets or suggests pages/ accounts which share similarities in terms of the individual's interests. they often do not promote accounts advocating for opposing views as it would incur negative feelings in the users, and hence deter them from using the social media platform
e.g for meat lovers, social media sites are likely to target them with ads pertaining to meat-related content, instead of pages advocating for vegetarinsm and the eradication of meat in one's lifestyle
especially in terms of the political landscape- e.g Fox News
positive impacts
watchdog for the government
bring attention evidence of corruption, abuse of power and ineffective policies and programs.
mass media serves to keep society in check and to warn about impending threats
correlation of the parts of society in responding to the environment
refers to the interpretive or analytical activities of the media.
persuasion
negative impacts
However, not all individuals are wary of its dire effects. Many can be subconsciously influenced about critical issues or with regards to societal norms. Advertisement is the example which is designed to persuade.
e.g the constant propagation of beauty products & its relation to one's enhance beauty has fostered a society that associates beauty with physical /outward appearance. While many may say that inner beauty is more important, it is inarguable that most still have a high regard for physical appearance
positive impacts
it allows media consumers to weigh issues in a more in-depth manner. through this, they are able to form their opinions and not be easily swayed by whatever information is given to them
Media content builds opinions and sets agendas in the public mind. It influences votes, changes attitudes and moderates behavior. Using editorials, articles, commentaries and among others, mass media persuades audience
transmission of the social heritage through generations
linkage
negative impacts
can lead to the normalization of harmful aspects in society. - people will gravitate towards like-minded individuals which may advocate for harmful ideals (radicalisation)
positive impacts
allows for producers/ governments to understand the needs of the masses- can lead to better policies/ products
join together different elements of society that are not directly connected. For instance: mass advertising attempts to link the needs of buyers with the products of sellers. the media acts as a bridge that helps different groups understand the needs of others
refers to the ability of the media to convey culture across time and different groups
socialisation
negative impacts
it can lead to social homogenisation; the eradication of minority culture
the internet is a permanent medium; once uploaded, things are never fully deleted. this can have dire implications for individuals.
positive impacts
it leads to the intermingling of cultures and higher acceptance and inclusivity in society.
it allows for the faster transmission of ideas and critical information
transmission of culture; people are made to behave in ways that are acceptable in their culture or society
entertainment
refers to media's ability to amuse or enterain
negative impacts
content curators can be motivated to act in rash/ wrongful ways due to their motivation of making trendy / controversial content that is likely to earn them $$$- e.g Logan Paul
positive impacts
introduces people of different backgrounds and races to the cultures/ norms of societies different from them . - leads to cross-culturalism
people are more open to try new things that they may have come across in the media, especially if it is trendy.
often delivers social critique about ongoing/ crucial issues in society through satire (allusions)
unsupervised internet use can lead to impressionable individuals to explore morally prohibited content due to their curiosity/ wide availability of such content (e.g porn)
can lead to unrealistic representation of societal norms / standards.- which can affect self perception/ esteem - can further cultivate mental health issues.
leads to the abandonment of unpopular and minority cultures. e.g singaporeans are diverting away from traditional food due to the proliferation of food heavily featured in mass media - such as western cuisine or korean cuisine
according to Charles Wright's
Mass Communication: A Sociological Perspective