Functions of Mass Media Flashcards
Content Function vs. Medium Function
-medium: a function that is tied to the general nature of the medium or the conditions of its use
Ex: mating function of movie theaters as dating sites (the content of the movie is irrelevant), radio brought families together at the end of day regardless of what they listened to
-content: the function comes from what the media is conveying
Ex: newspapers during elections provide specific info about candidates so you can vote, content from weather influences how you dress
Manifest vs. Latent Functions
-manifest: an obvious/intended function
Ex: turning on news to learn about current events
-latent: a hidden function, often subconscious
Ex: couple may listen to the news in the morning to avoid having to speak to each other
Societal Functions (6)
- Status Conferral
- Pass on and enforce societal norms, values, and traditions
- Narcotizing
- Service the political system
- Create a sense of community/societal cohesion
- Service Economy
Status Conferral
-when people or ideas are covered in the mass media it legitamizes and confirms its status
-when the media focuses on an issue it brings attention to it
Ex: Matthew Shepard killing moved gay rights into national headlines and confirmed its importance
Pass on and enforce societal norms, values, and traditions
-we learn what’s right/wrong from fiction and non-fiction media
-reinforces social norms by exposing what happens to people who deviate from norms
-can discourage behavior
-can be used to embarrass
Ex: groom who left wife at altar but went on honeymoon appearing in New York Post
Narcotizing
We are fed so much media on a regualr basis, much of which is trivial rather than substantive, that blunts and distorts our senses. This creates apathy because you’re flooded with so much information discourages us to think more.
Service the Political System
-leaders can use media to communicate to the public
-informs us about what the government is doing
Eg: President Biden addresses the nation with the State of the Union address
Create a sense of community/social cohesion
-can draw people together virtually, rather than meeting at a physical location
-share focus, interest, concern, knowledge through mass media
-done most during times of crisis because it draws people together (e.g. mass media during 9/11)
-people will go with the network they’re most familiar with
-important symbols of stability
-tv shows, networking sites, and newspapers can do the same
Ex: Progressives turned to tv when Trump was elected in order to find comfort
-the way media does this function has changed; used to be about 3 channels on tv, but now there are hundreds because of cable/satellite, fewer people are having similar experiences
-no matter how obscure your interests, you can find a community online
Services Economy
-business and market reports
-advertising helps give people jobs
- e-commerce
Individual Functions (8)
- Guides Behavior
- Guide Understanding
- Influences Self-Concept
- Professional Tool
- Facilitate Social Interaction
- Substitute for Social Interaction
- Emotional Release
- Ritualize our Lives
Guides Behavior
-mass media can influence the decisions that we make from day to day or throughout or life
-we see how characters behave in tv shows, movies, and books and base our behavior on that, consciously and subconsciously
Ex: trying to dress like a Kardashian
Ex: you learn how to have a romantic relationship from a movie
Guide Understanding
-media helps people make sense of the world and influences how we view reality
-mean world syndrome
-if you come to see the world in a certain way, you’re likely to change your behavior
Ex: watching violent movies influences how you view the world, so you buy a gun and stop going out at night
-news can guide you how to interpret events (editorial function)
Mean World Syndrome
-the more violent tv someone consumes, the more likely they believe the world is a mean, scary place
Influences Self Concept
-help us understand ourselves
-we read about certain people and identify with certain characteristics, can create a concept of yourself and how you want to fit into the world
-role models: people we want to be like (ex: a character in a tv show)
-gender role models; in the past, there weren’t many positive role models of women in shows. now shows are including more women role models such as female doctors
Professional Tool
-the mass media can help you professionally
-keeping up with your field (e.g. by reading journals)
-online websites to form networks with people in your profession (LinkedIn)
