Mass
communication has different functions. Those are surveillance that talks about
news and information about what is happening in the society, interpretation
that dwells on scrutinizing what news or information to be published and
linkages that able to join together different elements of the society which do
not directly- connected with one another. Furthermore, transmission of values
that posits in programs either in print or broadcast media, entertainment that
will give leisure to the audience or reader, cognition that is the act of
coming and know something, diversion that will allow the person to find means
to rest from work and other disturbances and social utility that will somehow
connect the people in the world. Lastly, it can be a withdrawal if something
that will help the person at one point to express himself in other way round.
These functions of mass communication make mass communication plays a
significant role in our society.
On
the other hand, the presence of development communication promotes same goals
with that of mass communication. Development communication is an art and
science of human communication for study transformation of the society from
poverty to the state of economic growth that will later on cater each
individual with equality and lead to develop ones fulfillment and potentials.
It has a purpose to advance or to help in the development and to fasten the
span of time in the development of agriculture section that makes this
development communication important. It helps to develop knowledge, cultivate
values and tech skills. It is purposive for the development of many areas in
grass-roots societies. It is value laden and the channels involved help a lot
in the realization of aims of development communication.
Mass communication is produced
by complex and formal organizations. This entails the systematic way of
operation. There is a well defined structure, clear mission-vision and
appropriate division of labor. The organization has a multiple gatekeepers that
control over to what material eventually reaches the public. There is also a
great deal of money needed to operate. Moreover, mass communication, like of
print, of broadcast media, exists to gain profit.
How we become
victims of media?
The mass media involves wide market.
With this predicament, top rating specifically in radio and television programs
is highly valuable. It is intended to persuade of convince the public which
refers to consumer to entertain such. Subsequently, it results to market, it
involves money and the government is just receiving revenues. We, the consumers
are the victims. Furthermore, the mass media is also part of exposing certain
product and that is part of promotion. Thus, this involves another money,
market in the sense that the government will receive revenues, pass to the
expenses to the consumers through price. Again, it manifests how we become
victims of media, and of the government. This is how the media works and lives.
At some point, we might be overwhelmed with the influences of media in us until
such time we may find ourselves being enslaved, dictated of what to choose, to
do, and to consider by the media. However, it is in us the will to decide, to
be enslaved or not. Basically, we cannot deny that we are the victims.
Media? Its impact….
Political,
economic and social impact of media in us is quite significant. Socially, I
think, it hones and molds us to be human, alive, rational and as a social
being. Social aspect of media affects the way we communicate and relate with
others. From the primitive period, we don’t have concrete mediums only by
signals and symbols. As period progresses, the way we relate to others also
progresses at some point and progress to other areas. Building relationship
using media is essential .However, at present, the abuse and misused of this
thing somewhat detrimental to our existence as a social being. Though, positive
and many advantages that the media cater us with like information, building
relationship, connection with the world, growth and development. On the other
hand, violence hearsay, power, wealth and injustice are some down points of the
abuses of media. Socially, we grow ahead with this media and ironically, it
will still there ready to pull us down. Indeed, it depends upon the prerogative
of the subject on how to use this media for his own success or even to the
point of his downfall.
In all the mediums of media, I
think I can’t live without television. If we are going to consider the needs of
the people today, television is part of one’s essential needs. I think and feel
the importance of television in my life as a journeying individual in the world
of reality. Television gives picture of what I need to learn and need to
discover out of my ignorance. It informs me of what had happened in my surroundings.
It enables me to learn more things about myself and how am I going to relate
myself to others. If this will not be present today in our world, somehow we
may not see the magnificent beauty of nature, the craving environment for
justice, the eyes of the innocent child and the life of the world itself.