Functions of Mass Communication

Functions of Mass Communication

Mass Communication is not just for a solitary purpose of passing on information. Mass Communication has always been used for carried purposes. The functions of Mass Communications are many and these play an important role in the lives of the Mass media audiences.

Information: One of the primary function of Mass Communication is to pass on information. The print, electronic and New media are tools which are immensely used to inform people. This information can vary from news reports, to warning about a health or environmental hazard, or about events happening in and around the world, etc. For instance- local radio stations, local newspapers and local TV stations are extremely important to the resident people of that area as it carries a great deal of information about their own locality. Mass communication has made it possible.

Transmission: The information activity of Mass communication is carried forward through the process of transmission. Mass media is also a tool that enables the transmission of values, cultural traits, cultural norms and habits. It is a known phenomenon that Mass Media also promulgates concepts of food, fashion, cuisines, etc.

Entertainment: Mass media is one of the major contributors to entertainment. Mass media provides entertainment in the form of music, music videos, films, songs, comedy, satire, tele-serials, gaming, etc. New Media has become a huge platform for providing entertainment through its Online gaming, free game and other social networking forums like YouTube, Facebook, WhatsApp, Instagram, etc.

Edutainment: The word ‘infotainment’ is a portmanteau of two words, namely education and Entertainment. There are numerous games, videos and films that do not just entertain people but also provide education on various themes. For instance, a person with a smartphone can access varied games that are educative in nature. They may vary from learning A, B, C for children to science topics. The concept provides education with an element of fun.

Infotainment: The word ‘infotainment’ is a portmanteau of two words, namely information and Entertainment. The word arose from the fact that media outlets began promoting hard news and facts in an entertaining ‘soft news’ format for people’s consumption. This was seen through animated news stories, human interest stories, other entertaining interviews, etc becoming as element of ‘Hard’ News- Information media.

Surveillance: Mass media serves as a tool that acts as an observer or a scrutiniser while garnering information. The surveillance activity for which Mass media is used gathers information, records incidents, events and knowledge of any situation or place. This is then transmitted to all Mass media consumers through different tools.  

Sensationalisation: with the rising demand for Mass Audiences, Media began sensationalising news in order to garner more TRP ratings which garner advertisement revenue. (Television Rating Point (TRP) is a tool used to judge which programmes are viewed the most.) Often news is shown in a sensational way with striking headlines as ‘Breaking News’ to grab TRPs. At times, a small mishap in the lives of actors is sensationalised in a massive way on Television and New media.

Mobilization: There are times when a particular issue requires attention or organising for help. In such cases, Mass Media has been used phenomenally to mobilise people. For example, during the Kerala floods, Mass Media was used to conscientize people and seek help for building the state of Kerala. The same happens in case of tsunamis, earthquakes, wars and refugee crisis. In the words of McQuail, ‘Mass communication functions to mobilize people during times of crisis.’ (McQuail, 1994).

Pursuasion and Propoganda: Mass Media has always been historically used to persuade people. Persuasion seeks to change attitudes, values, beliefs and behaviours, with mutual needs being met.(O’Reilly and Tennant, 2010) Propaganda involves ‘systematic and deliberate attempts to sway mass public opinion in favour of the objectives of the institutions (usually state or corporate) sending the propaganda message’ (Snow, 2010).

Schwartz (1974) describes persuasion as striking a ‘responsive chord’ when the message does not tell the audience what to think or feel, but instead triggers a thought, feeling or memory associated with the pitch. (Marshall Soules, 2015)  For instance, advertisements are forms of persuasion and often invoke feelings to lead the person to identify with the advertisement and simultaneously with the product.

Ellul, (1973) says that propaganda attempts to ‘take hold of the entire person’, with an ‘organised myth’ acting as an anchoring belief. ‘Through the myth it creates, propaganda imposes a complete range of intuitive knowledge, susceptible of only one interpretation’. (Marshall Soules, 2015) For instance, Hitler used Mass media and Documentary making in a massive way to propogate his ideology.

Diversion: In today’s era, most people access multiple forms of entertainment on one or the other mass media. Often it is used as a means to divert one’s mind. For instance, if a person wants to take a break from studies or heavy work, the person may watch a movie, use a social networking forum, watch YouTube or do Online gaming. These are ways and means which an individual use at times to divert one’s mind. Thus, Mass Communication performs this function of Diversion.

Connectivity: Mass Media, especially new media has led to a massive growth in connectivity. Social networking forums have led to people bonding and relating as well as connecting with each other. Emails, Phone calls and Video Calls online as well as offline, Web chatting, Networking has become instant and has led to people connecting easily across boundaries of village, state and country. Although this communication also depends on the government policies of communication. However, connectivity has grown in leaps and bonds.

Bonding: Due to connectivity and technological enhancement and the arrival of the social networking forum, people tend to bond with friends, colleagues, family and strangers. Mass Media, especially new media has been used to get together, bond, relate and come together on different platforms for varied causes.

Instructions and Warning: Mass Communication is used to instruct people. Often, when there is a health Hazard or a major catastrophe awaiting a country, Government often uses Mass Communication to instruct people. The Government also sends out a warning in case of emergencies, cyclones and bad weather through Mass media like Radio, television and News reports on the Internet and by print. In India, the Government has also used Billboards, brochures and Hoardings in many villages to instruct or warn people.