Definition of Mass Media (Dissertation Sample)

UNDERSTANDING THE VARIABLES THAT AFFECT MASS MEDIA FUNCTIONS IN A SOCIETY: THE NIGERIA MEDIA AND SOCIETY
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CHAPTER TWO
Introduction
Use of mass media brings out a clear gap between First World Country and Third World Countries. It is a tool of measuring the rate of development of a particular nation. This paper majors on the difference between all issues on mass media in Nigeria and Britain. Within the two nations, Mass media is a wide field of study (Frey, 2000, p. 6). There is much information to cover on it from any perspective. Many scholars have offered their views on the same topic under discussion. In chapter one, we are able to get the basic details of this research. More information is offered in this chapter. As opposed to the previous of this research paper, chapter two elaborates more on the topic of discussion than the former. It covers the most critical part of this research paper. It entails the literature review among other vital elements of a research paper.
Definition of mass media
In their literature reviews, many scholars offer different views on definition of mass media (Ugboajah, 1986). Before defining mass media, it is important for one to understand mass media as a medium of communication. A medium is primarily a means through which effective passage of information and ideas is enhanced. They include, print, television, radio, internet and telephones. They work best depending on the objective of the sender of the message.
According to Mills, from ones perspective of mass media as a medium of information dissemination, mass media may be defined as huge organizations that apply one of the technologies to pass information to many people. This involves the use of mass information communication techniques. Therefore, it relied much on the innovations and advancements in the fields of electronics and technology (1999).
Golding (1974) is another respected scholar who has once defined the term mass media. He first looks at the two words that constitute mass media. According to him, mass, which stands for many, brings out the implication of a vast body of information communication. On the other side, media refers to the ways of conveying the particular information. For example, Television, radio, internet, newspapers and periodicals are some of the channels of passing information that people use today. Therefore he defined mass media as the channels of communicating certain information to a large number of people at ago. There is a limitation in this perspective. It does not establish the exact number of people that are liable to receive the information at the same time.
Hallin & Mancini defines mass media basing on the technological point of view (2004, p. 234). They put forth that mass media may be said to be the use of advanced technologies to pass information to a targeted audience. The audience is often a large group of people. This model of mass media assumes that there are always many people using a particular medium at the same time. A good example is the use of the internet. Before one decides to send certain information to a group of people, it is important for him or her to estimate the number of users at that particular span of time. In most cases, this applies on social forums such Facebook, Twitter, Watts up and YouTube. Social forums on the internet have many people that may make good use of certain information.
Bass (1996), Frey (2000) and Mayer (2006) have synchronized different definitions to come up with a comprehensive one. According to them, mass media may be termed as a form of information communication that is used to deliver information to target audience, usually a large number of people. Depending on the contest, any of the above definitions may apply. They are perfect substitutes of each other. In some scenarios, the definitions form perfect compliments of each other.
The sociology of mass media
The mass media has penetrated into homes of many people in the world. The process has been drastic and gradually evolving thanks to innovations in the field of technology. The advanced technology has been put to good use in the electrical sector. In fact, within sixty years, many people have had access to some of the forms of mass media. During this time, families have used the televisions and radios for some time. Those who did not have enough money to purchase their own had access to the same electronics at their friends’ and neighbours’ homes or social places.
The world is a social stadium where people happen to interact and share the information they receive from the sources (Frey, 2000). The purchasing trend for the electronics has been on the rise to date. Human beings always want to know what conspires in other parts of the world. Besides, learning is an endless process. Many have a passion for learning and apply what they are taught in class in the field. On the same note, scholars and learners have gone to an extra mile to post their findings on their findings on the mass media for others to read and learn from the findings. This is the basis of sociology (Jebril, et al., 2013).
Gitlin (1978) argues that different scholars have written reviews of the literature on mass media and sociology. In any modern society, the mass media plays a critical role that circumnavigates on a number of related features. There are three aspects of social life that mass media provides to any society. They include entertainment, information and news production (McQuail, 1985, p. 148). All the three aspects of sociology are linked together by information. Basing on the fact that mass media is all about providing information, a centralized importance, then it is a direct source of secondary socialization. This suggests that mass media is very essential when it comes to both selecting and presenting information about social life (Golding, 1974).
According to the definition of mass media as argued by Mills (1999), it is very clear that there are two basic sociological characteristics of mass media. First, people with the ability to send information to a large audience are few. The other one is that the receivers lack effective methods of replying. In short, mass communication is queer. It is a simple one-way traffic process. Mass media holds more in terms of the mental-life of any given society than the other forms of information communication. This makes it become one of the most interesting subjects of discussion in sociology.
Mass media has undergone several transformations since early 1920s with intense use and misuse in 1930s. This is the time in history when much happened. It is at this point that countries were pulled towards power implicit behind the use of new technologies. By then, use of radio and television was the most predominant technologies in application. Political leaders and governments used the two to influence their supporters. A good example lies in the case of Adolf Hitler. He used the radio to spread propaganda. He achieved his vision of winning and ruling with dictatorship. In this case, electronic mass media was utilized as an effective tool to control minds of Italians.
As an agent of socialization, the media brings about social cohesion. Different mass media types present diverse cultures for appreciation through mass media. McQuail (1985, p. 835), both an author and a socialist, elaborates how media played an important role in helping the immigrants settle down in the new environment. Initially, the immigrants found it so difficult to cope up with the environment that felt misplaced. In this example, the non-governmental organizations used newspapers to encourage the immigrants and teach them on the tips of survival. The idea worked. The group adapted the new environmental conditions. This shows that the media is unquestionable when it comes to fostering peace and unity. For example, countries that have had political instability have been reinstated greatly by use of mass media campaigns and messages (Rogerson, 1997).
Functions of mass media
The media plays many roles in shaping the society. Society hosts people with different behaviours. Society’s survival without information and data is as hard as exhuming gold from the ocean (MaxCombs & Shaw, 1997). Basically, mass media perform three major functions: informative, educative and entertainment. Indeed, it has been the fourth estate of the realm. Its other functions include surveillance, and nation building. This research paper provides the roles of mass media in a systematic manner.
The educative role of mass media
Many people watch television programs, listen to radio, research on the internet, read emails and research to learn. This is part of the informative role of mass media. Mass media forms an institution where people learn new skills and information of new issues in the world. For example, internet offers an online library that offers people information on relevant topics. The internet provides online tutorials that teach on processes and methods of solving problems. Mass media has enabled teachers efficiently facilitate flipped classroom teaching (Mayer, 2009, pp. 56-57). In fact, schools are currently offering online classes. Television service providers offer education programs that people watch to acquire fresh information. Some radio programs teach people on different skills and knowledge.
Informative role of mass media
As stated above, mass media is a source of information. The mass media forms a unique secondary source of information (Rogerson, 1997). Many organizations offer advertisements on the mass media since it plays a role of providing information on the products and services. Print media is one of the sections that make up mass media, which provide a lot of information. The print media offers information on occurrence of events that con...