Mass Communication and Journalism: Foundations of Mass Communication - Functions of Mass Media Inform Persuade Educate Entertain Surveillance Correlation Cultural Transmission

What It Is

The functions of mass media refer to the various roles that media outlets play in society, including informing, persuading, educating, entertaining, surveillance, correlation, and cultural transmission. A notable example of this is the Watergate scandal, where investigative journalism by Bob Woodward and Carl Bernstein of The Washington Post informed the public about the Nixon administration's involvement in a break-in at the Democratic National Committee headquarters. This matters for media analysis as it highlights the importance of a free press in holding those in power accountable.

Key Terms & Concepts

• Agenda Setting: The process by which the media influences the public's perception of what is important. (Example: A news outlet devoting more coverage to a particular issue can make it seem more pressing to the public.)
• Propaganda: Information, ideas, or messages that are spread deliberately to promote a particular point of view or to influence people's attitudes. (Example: A government using social media to promote a positive image of its policies.)
• Persuasion: The process of influencing people's attitudes or behaviors through communication. (Example: A commercial using emotional appeals to sell a product.)
• Surveillance: The act of monitoring or observing people or activities, often for security or control purposes. (Example: A government using surveillance cameras to monitor public spaces.)
• Correlation: The process of identifying relationships between different variables or events. (Example: A study finding a correlation between the number of hours spent watching TV and the risk of obesity.)
• Cultural Transmission: The process by which cultural values, norms, and practices are passed from one generation to the next through media. (Example: A TV show depicting a particular cultural practice or value.)
• Media Literacy: The ability to critically evaluate and understand the messages and information presented through media. (Example: A person being able to identify biases in a news article.)
• Inverted Pyramid: A writing structure in which the most important information is presented first, followed by less important details. (Example: A news article starting with the who, what, when, where, and why of a story.)
• Hourglass Structure: A writing structure in which the most important information is presented at the beginning and end of a piece, with less important details in the middle. (Example: A persuasive essay starting and ending with a strong argument.)
• Libel: A false and damaging statement made about someone, often in writing or through media. (Example: A newspaper publishing a false article about a person's character.)
• Slander: A false and damaging statement made about someone, often through spoken words. (Example: A person making a false accusation about someone's character.)
• Propaganda Model: A theory that suggests the media serves the interests of those in power, rather than the public interest. (Example: A study finding that media coverage of a particular issue is biased towards the views of those in power.)
• Gatekeeping: The process by which media outlets decide what information to publish or broadcast, and what to leave out. (Example: A newspaper editor deciding not to publish a story because it's too sensitive.)

Common Misunderstandings

• Misunderstanding: The media only informs the public about current events.
• Correction: The media also educates, persuades, entertains, and transmits cultural values.
• Misunderstanding: Propaganda is always negative or manipulative.
• Correction: Propaganda can be positive or neutral, and is often used to promote a particular point of view or to influence people's attitudes.
• Misunderstanding: Surveillance is only used by governments to monitor their citizens.
• Correction: Surveillance is also used by private companies to monitor their customers or employees.

Quick Application / Identification

Scenario: A news outlet publishes an article about a new product that is being marketed as a healthy alternative to sugary drinks. The article includes a quote from the product's CEO, who claims that the product is "all natural" and "good for you." What function of mass media is being used in this example?

Answer: Persuasion. The article is using persuasive language and a quote from the CEO to influence the reader's attitudes towards the product.

Last?Minute Revision

• The Watergate scandal (1972) highlighted the importance of a free press in holding those in power accountable.
• The agenda-setting theory was first proposed by Maxwell McCombs and Donald Shaw in 1972.
• Propaganda can be positive or neutral, and is often used to promote a particular point of view or to influence people's attitudes.
• The inverted pyramid structure is often used in news writing to present the most important information first.
• Libel is a false and damaging statement made about someone, often in writing or through media.
• The propaganda model suggests that the media serves the interests of those in power, rather than the public interest.
• Gatekeeping is the process by which media outlets decide what information to publish or broadcast, and what to leave out.
• The correlation between the number of hours spent watching TV and the risk of obesity is a well-documented finding in media studies.
• Cultural transmission is the process by which cultural values, norms, and practices are passed from one generation to the next through media.
• Media literacy is the ability to critically evaluate and understand the messages and information presented through media.
• The hourglass structure is often used in persuasive writing to present the most important information at the beginning and end of a piece.
• The distinction between libel and slander is often misunderstood, with many people using the terms interchangeably.
• The propaganda model is often misinterpreted as suggesting that the media is always biased towards the views of those in power.
• The inverted pyramid structure is often used in news writing, but can also be used in other forms of writing, such as persuasive essays.