Posted by Chester Morton / Sunday, 24 March 2019 / No comments
The importance of mass media
THE IMPORTANCE OF THE MASS MEDIA
Definition of mass media
Mass media can be defined as the communication medium that can
be used to reach a greater portion of a nation or the world in an instant. In
short, any means by which the bulk of the people receive information is
regarded as a mass media. Note that any form of mass media reaches thousands,
millions and sometimes billions of people at one go. A few examples of a mass
media include, but are not limited to, newspapers, radio, television, the
internet and now SMS messaging.
Mass media is categorized into the print media, broadcast media, and digital media. The print media refers to newspapers, magazines, and journals. It may also include books and pamphlets that are widely
circulated. The broadcast media refers to the radio and finally, the digital
media comprises the internet and the mobile phone.
Mass media has become very important in the scheme of things in
both developed and developing countries. This may probably be due to the
complexity of today’s society. Some of the reasons why mass media is important
are discussed below.
THE IMPORTANCE OF THE MASS MEDIA
Education of the audience
One of the reasons why mass media is important today is
because they educate their readers, listeners, and viewers. Through deliberate
content development, the media houses give a lot of informative materials to
their audiences. The audiences become aware of things that they would otherwise
not have had an idea about.
Holds people accountable for their actions
Another reason why mass media is important is that they
hold people accountable for the things they involve themselves in. Mass media
holds accountable leaders in government, business, the clergy, and individuals
of all walks of life. The media houses have become the watchdogs of the society
holding actors accountable for what they say and do.
As a source of entertainment
Mass media is also a source of entertainment for a lot of its
audiences. This entertainment takes the form of music, dance, and films of all
kinds. The internet is replete with films of different genres. Some are
streamed live and others are archived and can be accessed in real time. Today,
there are several shops where one can hear music being played on radio or
television in the background for the enjoyment of the customers. Aside from this,
media houses develop programmes or content specifically to entertain viewers and
listeners.
For peace and reconciliation
Another reason why mass media is important is that, if
positively employed, it is able to bring together people of different cultural
and ethnic orientations. The ability of mass media to reach a large number of
people at the same time, as long as they are tuned in, makes it easy for peace
overtures to be directed to the people to engender peace and reconciliation.
After several years of Civil War in Liberia, Uganda and Sierra Leone, mass
media was very instrumental in getting the people to talk and to heal the deep wounds of mistrust and hatred.
It drives business
Again, mass media is important because they drive business.
Most of the media houses depend on advertisement for income. The business community
in almost every country also depends on the advertisement to get information about
their product to their customers. In this sense, therefore, the mass media in
all its form helps new businesses to break into the market and the existing
companies to maintain their leadership in their respective industry.
Engenders political participation
Mass media is important because it helps people to participate in
the political activities of their countries. The plethora of media forms and
media houses have opened the floodgates for the majority of the people to form
an opinion or two about government policies and programmes and to express what
they think on radio and television or any other form of media that is
available.
SAMPLE QUESTION(S)
1. Highlight six advantages of mass media.
2. In which six ways is mass media important to a country?
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