Don’t we all start the morning with a quick glimpse on Facebook or Twitter? And, don’t we all go through a hard-working day with TikTok videos? So, by now, you realize that mass media can assume various functions vis à vis an individual.
Being a form of communication, the media acts as a communicator to the mass as well as acts as a message transmitter to its audience. Therefore, media is found to assume the following roles: Informing, instructing, promoting and entertaining.
Media As An Informer
One of the chief roles of media is to inform people about what happens in the international, national and regional platforms. As an informer, media cover many aspects such as weather, politics, war, science, information and technology, music, fashion and many more. Mass media such as newspapers, radio and television continue to deliver both local and global news. Major news services such as Reuters and Associated Press also deliver their news through websites, and consumers can even get their newspaper articles delivered via email. Without media, we won’t know what is going on in our own country as well as in foreign countries. Therefore, within a few seconds, people can access news through the Media. For instance, in the year 2013, the US government proceeded with a ‘government partial shut down’ due to financial constraints and this came to the limelight through the media. The media was an informer, as it disseminated the information worldwide. With the advent of the Internet, many press companies have a website and a Facebook page where readers can easily view news anytime and anywhere.
Media As An Instructor
Media also instruct the mass about many aspects of their lives. Internet, television as well as other forms of media are effective in instructing the mass on various public issues. For instance, media instructing people how to vote and where to vote. Moreover, media also act as an instructor and trainers while transmitting educational messages and participating in online studies. With this way of teaching, boredom has decreased and people become more motivated to learn and they find the importance of being aware of new skills and ways to do things. Media have proved to be a highly popular instructor among housewives and people who stay at home as well. For instance, documentaries about cooking classes, beauty techniques, healthy eating, alphabetization and other interesting topics instruct people about the art of living and many other techniques. We also have channels where foreign language coaching is being given through the television and also a wide range of subjects. In certain countries, there are special television programs where there are priests preaching about religion, instructing people how they should pray properly or do any other thing connected to religion. So we can say that media also have the role of instructing people in their daily life so as to improve their standard of living and their psychological state.
Media As A Promoter
Media act as a potential promoter when it is used to market and promote products, services, personalities, political parties and companies. Sometimes, it is done for the goodwill motive, profit motive or awareness. Promotion through media raises customer awareness of products and services that are available. Media are also a very helpful promoters when they display products and services online. This role of the media has encouraged online buyers to make their choice and make their purchases online. For instance, E-bay is a popular site where products and services are advertised, bid and purchased online. Promotional strategies are also utilized through television programs, press articles, websites such as Facebook, Twitter and the like.
Media As An Entertainer
Media as a medium for entertainment, offer a variety of possibilities for people to satisfy their personal needs. For instance, media entertain and divert people from their problems and anxieties, providing relaxation and entertainment. It reduces the feeling of loneliness, creating a sense of companionship.
Do you think you could survive one day without media? Oh, and please honest answers, guys!