Mass Media Handout

 

 

Caribbean Studies

 

Module 2: The Mass Media and

Development referred red to those institutions which use the increasingl increasingly y The mass media is refer sophisticated technological developments of industrialization for the communication of ideas, for the purpose of information, entertainment and persuasion, to large audiences. (Beckford, 2007)

Functions of the Mass Media •

 he media is an agent of socialization and social control . hey serve as sources of information and ideas for large num!er of people consuming their products. "n fact, we are consumers of the mass media and as such, s uch, it provides us with direct and indirect e#perience of 

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events and processes happening !eyond our social e#peri e#perience. ence.  he media ensures ensures an unrestricte unrestricted d pu!lic airing of di$er di$erences ences of opinion on issues of pu!lic interest and concern which is a healthy

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prere%uisite for any democracy.  he media acts as a neutral autonomous servant servant of the pu!lic, not only in raising issues thus acting as a watch dog of the society society..

Provision of Information •

&edia is responsi!le for the dissemination of information to citizens.    elevision, elevision, radio, newspaper and inte internet rnet pr provide ovide a wealth of information from politics, natural disasters, fashion, entertainment,

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economic and 'nancial trends.  he media has covered covered local, regi regional onal and international events, e even ven if they do employ some degree of sensationalism to attract readership and listenership. vents such as crime, general elections and !udget

de!ates are !rought to the pu!lics attention. Behaviour Change *hatever information information is disseminated to the populous it should !e of such that it promotes the health of the society and as such the media ought to !e vigilant in the type of information they prov provide. ide.  he media should !e of such that it educates citizens citizens on issues such as news, sports, politics, health, economic trends, music, fashion and cinema. +or e#ample, e#ample, a documentary on glo!al warmi warming ng can !e informative and might show what can !e done to conserve energy which the viewer can apply to the conte#t of their society to promote sustaina!le development. his might help to change the !ehavior of individuals and their attitudes towards the environment as well as demonstrates a sense of selfe-cacy that he or she can make a di$erence. dvertisements &uch of the information transmitted !y the mass media is in the form •

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of advertisements for goods and services. dver dvertisers tisers !ring in a lot of

 

money so that their interests tend to !e promoted where pr programming ogramming •

is concerned. dvertisements dverti sements should !e geared more towar towards ds promoting the %uality of life of citizens and not only !e used to market products to make pro'ts.

 Free Press  free press is indicative of a developed democracy. "f democracy is •

!eing enhanced !y a free press, then certainly that would !e evidence that human development is taking place.  free press suggests e%uity and that everyone has a right to e#press their views, so long as they do not commit slander or li!el. his would mean that even marginal groups would have a voice in national a$airs. !ntertainment !ntertainm ent and !n"o#ment  he mass media entertain through through music played, the movies, movies, soap operas, music videos and talk shows aired cele!rity interviews interviews and the feature stories a!out various social issues in our society.  he media provides provides that opium where iindividuals ndividuals can re rela# la# and release stress which is an essential aspect of !alanced lifestyle. "n this sense the mass media can !e a source of recreati recreation. on. Forum for cultural e$pression  he mass media provide provide a place wher where e the talents of musicians, singers, actors, novelists and story tellers can !e showcased. "t provides an opportunity for the entertainment industry to grow and for individual artistes to gain fame and increased income.  he !oost that entertainers get from from !eing showcased on the mass media helps to develop cultural industries music recordings, local television serials, dramatic presentations that are widely disseminated not only in the region !ut among the /ari!!ean diaspora as well. %ational Identit#  he media helps a country to !e in in charge of its destiny and to !uild the national consciousness of its citizens.  he media educates the pu!lic a!out the governme governments nts activity and issues of national importance. "t also allows local culture and national heroes to !e cele!rated, there!y !uilding a sense of !elonging a and nd a collective destiny destiny.. his is important in independent countries with signi'cant num!er of people !elonging to di$erent ethnic and racial groups. elps develop our culture through regional programmes which helps to •

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promote integration. Media and !conomic Development 1u!lic and private sector depend on the media to facilitate ow of information on programmes of economic nature. "t informs the pu!lic on the economic policies of the government. "nforms people on redeve redevelopment lopment plans elps in market marketing ing !usiness ventures3 investments ssist in informed decision making among consumers dvertising dverti sing employment opportunities /reate partnership with private sector to promote economic ventures ventures world cup /ricket. Media and the political Process /arries political advertisements during political campaigns #plains citizens rights in the political processes 1rovides feed!ack to government re performance3 popularity 1romotes3 1ro motes3 negates policies of ruling government "ndoctrinate masses on political ideology •

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4isseminates political manifestos of governments3 political parties.

Sources M&'MM!D( )eni*er+ )eni*er+ ,2--./+ CP! Caribbean Studies( n Interdisciplinar# pproach+ Macmillan Caribbean+ Bec0ford( !vol+ ,2--./ Caribbean Studies Stud# %otes