3. Concepts of Mass Media

University of Botswana

Department of Media Studies

BMS 226 ETHICS FOR MEDIA PROFESSIONALS

HANDOUT  3: CONCEPTS OF MASS MEDIA / MASS COMMUNICATION

Mass media can be defined as ‘any device that collects together messages and takes them to a large number of people together at the same time’. When we read newspapers, magazines or books, listen to radio or watch TV we are taking part in mass communication.

Mass communication is the term used to describe the academic study of various means by which individuals and entities relay information to large segments of the population all at once through mass media.

Both mass media and mass communication are generally considered synonymous (the same).

Major functions of Mass Media

There is so much mass media available to people that an individual person has to limit him / herself to them. Audience members select the messages they will receive according to their needs. The major functions of mass communication are that it informs, enriches, educates and entertains.

Surveillance of environment (the world we live in): It is one of the most important major functions of mass communication. The ‘watchman’ or ‘watchdog’ role monitors the behaviour of people and educates them on what is the expected as normal behaviour in society. This is sometimes called ‘social control’.

Although the word surveillance literally means ‘watching over’ the term is often used for all forms of observation or monitoring, not just visual observation. Surveillance of the environment involves seeking out and then transmitting information about the society. Mass communication keeps watch on socio-political-economic events both at home and abroad. This is often communicated as ‘news’.

Information: It is sometimes said ‘information is power’. The more informed you are, the more powerful you become. Those who have access to information can take advantage of it in their own interest. Mass communication provides us with enormous information about the environment in which we live. Information such as news of war, danger, crisis, earthquake, famine, etc. is important for that helps us in taking appropriate steps to safeguard our interests.

Entertainment: We all need entertainment to break the monotony of our lives. Mass media provides a variety of entertainment to audiences through films, TV shows, drama, dance, music, art, comedy, games, animation, etc.

Persuasion: Persuasion means influencing others. One of the most important functions of mass communication is to persuade people. It is only through persuasion that one can control and govern others. But it is also possible that one may resort to persuasion with a bad motive. The receiver must be careful about the source of such persuasion. The persuasive potential of mass communication is used heavily in both developing and developed countries. Mass media are extensively used for advertising and sales promotion of consumer goods.

Instruction: Mass communication helps to instruct, educate and socialize the members of the society. Mass communication provides a fund of knowledge, expertise and skills that enable people to operate as effective members of society.

Correlation: Mass communication can take the form of a forum for the exchange of comments and criticism. Mass communication can arouse interest through articles and editorials in newspapers and magazines and news commentary, current affairs in radio and television. The purpose is to improve the quality of usefulness of the information for the citizen. A forum implies a platform where exchange of views takes place. This function of media thus enables the audience/readers to widen their understanding about the environment and events happening all around them.

Debate and discussion: It is through debate and discussion in media that the public can clarify different viewpoints on issues of public interests and arrive at a general agreement on matters that concern us all. Also the audience gets a chance to present their views through debate and discussions through different mass media (e.g. on radio phone-ins).

Cultural Promotion: Media educate the people toward better living and preserving the traditions of the society. Mass media provide an opportunity for culture to be preserved and promoted. It can present different cultures, beliefs and customs from different countries and helps us promote our own culture to all part of the world.

Thus, individuals come to know one another, understand and appreciate other people’s ways of life and thereby develop tolerance towards one another.

Why ethics are important in mass media / mass communication

The mass media have an important role in modern democratic society as the main channel of communication. People rely on the news media as the main source of information and the basis on which they form their opinions and voting decisions. Any selection of messages in the mass media can have a profound effect on the entire society.

The news media are the most important channels for culture, ideas, and opinions. It is thought most people form their opinions by watching news and debates on television.

Different perspectives for journalism ethics

In most societies when we talk of ‘media ethics’ we mean ‘journalism ethics’. This is because of the important role journalists play in society. Most academic work that looks at media ethics looks at journalism, but there are also ethical codes for advertisers and public relations. Some codes also exist for general broadcasters, such as the BBC (British Broadcasting Corporation).

Journalists are very important in any society. They give us information about what is going on in the world and newspapers, radio and TV, give space for people to discuss ideas and to make important decisions.

People get information about what is going on in the world from journalists. We do not have personal experience of the news. This applies to what is going on in the next village as well as in the next continent.

Journalists decide what is important – what to print or broadcast – and what is not. What journalists decide to leave out and not tell us is just as important as what they do tell us.

People must be able to trust journalists to do the right thing and tell the truth.

But unfortunately, there is a lot of concern that journalists are not behaving well and instead of giving us useful serious news they give us too much that is not serious. Such as the private lives of celebrities and other famous people. This tabloid journalism has given all journalism a bad name.

There are also worries that journalists are using bad methods – sometimes illegally – to get information.

Ethics aims at developing a comprehensive set of principles and standards for the practice of media, but they are not identical across the world. Every society has its own ethical values and practices.

Media ethics are separate from the law in many cases. The law is the ruling force in society.

Media Ethics are not a product of a single idea, thought, practice or will that cover everything. Ethics evolve over time and become integrated into society.

Media ethics mostly legitimise the work of journalists in the society by providing standards of conduct. Ethics exist as part of a society that is organised by political, cultural and economical structures.

Issues of media ethics focus mostly on the content of the media products but this is a very narrow approach to the ethics in the media industry.

The debates about media content are mostly reduced to the quality and morality (mostly sex and violence). We should be careful not to think about media ethics in terms of only sex and violence.

Ethics is not only about the way people do their work. Human rights, right to organize, right to work, freedom of speech, freedom of assembly and freedom of thought should also be considered as ethics issue.

FURTHER READING:

Denis McQuail (1994) Mass Communication Theory, 3^rd ed, Sage, London, Chapter 1.

A version of this book is on the Internet at

http://www.scribd.com/doc/7795120/Mass-Communication-Theory-by-Dennis-McQuaild