ROLE OF MASS MEDIA

ROLE OF MASS MEDIA

The term "Mass media" refers to the role of radio, television, newspapers, journals, magazines and other media in society. They stand for modern sophisticated channels of world-wide communication. Though the mass media make the communication possible over great distances, they are simply technical devices built into the human communication process. For centuries it was largely through printed matter that common ideals and aspirations were maintained over wide areas. Then the electronic revolution of the 19th and 20th centuries bought the motion picture, rad'.  and T.V which joined the printed media in spreading information, ideas and providing entertainment.

The media tend to select their audience; and audiences likewise select among and within the media. One of the most distinguishing features of mass communication is that it is mostly one way. It works on the assumption that each individual is completely "passive" and will accept the communication like an injection. Secondly, the media are capable of reading millions of people at the same time. Thirdly, the media are addressed to a mythical reader, viewer or listener. Fourthly, the media not only influence socioeconomic order in which they perform; they are likewise influenced by it

In a country like Pakistan the functions of mass media are the same as those in the west, but the nature of masses is vastly different. Low literacy percentage, differences in the way of life of urban and rural population, devotion to cherished traditional norms, economic backwardness, lack of advanced technology present the formation of a standardized cultural pattern.

In their role as teacher the media are supplementing the work of home, mosque and school. Keeping within the fold of traditional values, every effort is being made to transform social behaviour so that it conforms to the Islamic way of life. The printed and the spoken word is being used to eradicate social' evils and to propagate democratic behaviour.
 

As informers and interpreters, the media do not confine themselves to holding a mirror to an event to show its surface. The gathering complexity of public affairs has made it increasingly difficult to confine reporting to the strait jacket of unelaborated fact. The media, subtly or blatantly, act as powerful sources of persuation. We have become the focus of all sorts of special pleadings; we are called upon to make manifold decisions, in our various roles as citizens, consumers and members of small groups.

Most of the persuation comes from advertisers or from specialized agencies like the municipal corporation or traffic police.
 

Entertainment has a powerful appeal and the mass media have all the facilities to provide it. The newspapers with its human interest stories, the radio its lilting melodies, the T.V with its assortment of plays and sports events — all cater to the individual desire to be entertained. Mass media carry on enormous amount of pure diversion.
 

Mass media satisfy certain needs. Age, sex, education, socio-economic status - such things tend to influence the reasons for which people turn to the media.