The Role of Mass Communication in the Society and its Importance It is an undeniable fact that mass communication is critically essential in one’s life and the development of the nation in general. This is for the reason that aside from human’s basic necessities, mass communication is also a requirement in daily living as well as for the overall growth of a country and its people. In today’s modern world, mass communication is not only a primary provision of life but serves as a tool for survival as well. This is because the industry addresses and responds to the technological needs of contemporary people and the latest demands of hi-tech community. In fact, the significance and powerful impacts of mass communication or mass media to people and the society have already been acknowledged. This is because it is considered as the Fourth Estate which guards the nation’s democracy and defends the general interest of the public. Additionally, the functions of mass communication are important life components.
Based from the benefits that a person and the society can get or its positive implications in human life and the community in general, it is vital for mass communication to exist and operate.Role of Mass Communication in the Society To better understand and appreciate the relevance and usefulness of mass communication, it is worthy to discuss its five basic roles or functions in the promotion of interests of individuals and the society. In particular, it is helpful to focus on mass communication’s functions in relation with today’s advancement of the industry or the concept of mass media in the digital age. In his book titled “The Dynamics of Mass Communication: Media in the Digital” Dominick (2005) wrote that in a macro or comprehensive analysis of the role of mass communication in the society, it performs at least five basic roles. Dominick said that these functions include “surveillance, interpretation, linkage, transmission of values and diversion” (Dominick, 2005). A micro level functional approach of mass communication, on the other hand, stated that the industry is based from “uses-and-gratification” evaluation (Dominick, 2005). In particular, the author explained that mass media or mass communication performs for each person the roles of cognition, entertainment, social worth or usefulness and as a sanctuary (Dominick, 2005). The above functions of mass communication, as discussed by Dominick, were further explained by Eyiah (2004).
He said that the surveillance role relates to the compilation and dissemination of information which exists within internal and external setting. The function of interpretation refers to the understanding of the connection between the information and society including recommendation and observation. Eyiah added that the linkage function means the transmission of society’s norms of set of standards. On the other hand, mass communication transmits values in such a way that it also means mobilizing people and the society. This role is very significant specially to developing societies because it aims to group people together in order for them to promote nation’s progress. Lastly, the entertainment or diversion role is explained as the provision of emotional recreation, inherent and pleasure of the society (Eyiah, 2004).
Based from the above functions of the mass communication or mass media, it can be concluded that the industry serves its very purpose of providing assistance and motivation for people to live life accordingly and for the society to positively operate. In performing the cited roles, mass communication does not only realizes its worth and usefulness to people and the society but it also justifies its existence and influence. Additionally, with its benefits and ability to address the technical challenges of today’s society, mass communication has definitely proven its existence, worth and undertakings.
Works CitedDominick, Joseph, R. The Dynamics of Mass Communication: Media in the Digital Age. McGraw-Hill, 2005.Eyiah, Joe Kingsley.
“The Role of the Mass Media in Community Development.” 28 April 2004. Country of Ghana. 19 September 2008 < http://www.ghanaweb.com/GhanaHomePage/features/artikel.php?ID=56788>.