Table of Contents
media plays a vital role in society by providing the real news to people. It also helps individuals understand different global cultures and avoid prejudice, stereotyping or encouraging generalizations.
Besides providing information, it entertains the public. It can also act as a watchdog for government corruption, set the national agenda and facilitate community building.
Information
The primary function of media is to communicate information about various issues and topics. This information may be local, national, or international and can include everything from news stories to entertainment pieces. The media also provides educational information to teach people about certain topics, such as health and safety.
The function of media has evolved in recent years, especially with the emergence of social media. Instead of relying on mainstream messages, audiences now have the opportunity to create their own messages and determine what is important to share with others. This has changed the way people communicate and interact with each other, as well as how they think about certain topics.
Media and information literacy (MIL) is the ability to recognize, understand, and use quality media and information sources. It is an essential part of democratic citizenship and civic life. MIL includes both the skills and attitudes that promote media and information competence. Previously known as Informacijos mokslai, this academic journal disseminates peer-reviewed scholarly articles encompassing the broad arena of information and media.
Influence
The mass media has a direct influence over the audience’s attitude & beliefs. This is a key concept in communication theory, media psychology, and sociology. Some of the most common theories that have been proposed to explain this phenomenon include the societal influences theory, the two-step flow of information, and Klapper’s selective exposure theory.
While the negative effects of the mass media are widely recognized, many positive aspects have also been attributed to it. For instance, the mass media’s coverage of natural disasters inspires humanity & empathy in people, encouraging them to help each other. Education is another area in which the mass media has a major impact, with quiz-based games and educational news broadcasts helping to increase literacy among the population.
The culturalist theory argues that while some media outlets may control the messages they produce, personal perspective plays a more significant role in the effect of media content on individuals. This is because the meanings of media content are derived from a person’s culture and life experiences.
Education
Pupils/students must become aware of the fact that media not only represent the world but also shape it. This knowledge can be integrated into all subjects. It involves discussing the specific media-specific properties that influence content and arrangement, as well as becoming aware of the various interests that determine this content.
For instance, it is important to raise awareness of the way media often present social- and gender-specific roles (e.g. the way women and men are presented in television programmes and films). It is equally important to realise that media frequently present stereotyped relationships, as well as cliche-ridden presentations of every-day life situations.
Media education also includes discussion of the cognitive efficiencies offered by particular media and symbolic systems (for example, pictorial or narrative modes of presentation might lead to quicker and less demanding learning results for some students). Pupils/students should become aware that media industries contribute billions to the economy. They should also become aware of the fact that the media are closely linked to modern economic systems, with their own commercial imperatives.
Government
A government that is transparent and accountable to the public is a cornerstone of a healthy democracy. Media plays a critical role in the democratic process by showcasing issues that affect citizens’ economic, social and political freedoms and exposing abuse of power.
Work proactively with digital teams to embed digital channels in proactive announcements and reactive media handling. Consider the impact of imagery, graphics and video in content for maximum engagement.
Engage UK-based international media with confidence and help them to understand complex policy, overcoming challenges like data protection and IP laws. Evaluate media coverage to pre-empt the direction of stories – tracking sentiment or prominence over time and turning evaluation into insight and learning.
Support the public in understanding and participating in democracy by encouraging them to vote, contact their local councillors and join protest movements. This also includes supporting long-term consumer campaigns through specialist and regional broadcast media.