The Functional Aspect of Mass Media - Research Paper Example

? Runnung Head: Social theories and Mass Media Social Theories and Mass Media: A comparison of the impact on Media and Society Number Instructor’s name Date submitted Introduction Mass media is a social institution, which has an impact on the society in which it functions, while all the same reflecting the attitudes and values of the same society. What is represented by the term, mass media is a matter of contest but still general agreement has it that mass media comprise of “TV, radio, movies, videos, CDs, audio tapes, the Internet, newspapers, magazines and books” (Brym and Lie, 2006, pp.108). The reach of mass media is so vast that the Internet users who were 40 million in population in 1995 increased their numbers to above 800 million in the year, 2005 (Brym and Lie, 2006, pp.108). From a peripheral view, it can be seen that mass communication, is a one way process but mass media theorists have after deeper introspection, put forward different view points as well, regarding the nature of mass communication. Some theories focus on the top down dissemination of information. Some present mass communication scenario in a totally different light where social conflicts are reinforced and some others stresses the mutuality involved in a mass communication process with the producer and consumer on both ends. Reception of messages, the process of decoding them, giving feedback, and behavioral changes associated with this whole affair have to be taken into consideration while studying mass media. While looking into the various aspects of the social theories and their impact on the mass media as well as on the society as a whole, it can be inferred that only the three major sociology theories (functionalism, conflict, interactionism) in combination can address the complexities involved with the social institution, mass media. This is because, while functionalism theory and conflict theory stresses the macro aspects and neglects the micro aspects of this social phenomenon, the interactionist theory though good at micro level, falls short of addressing the issues at macro level. Functionalism theory Functionalist theory stresses the functional aspect of mass media, which carries out the functions of “coordination, socialization, social control (and) entertainment” which are the pillars on which a particular order of the society can stay firm (Brym and Lie, 2006, p.546). The four basic premises of this theory are that a) social structures and patterns mould or influence human behavior, b) a particular social structure can develop or destroy the total social stability, c) such social structures are built based on shared concepts and values, and d) it is only a matter of regaining equilibrium so that the society remains stable and peaceful (Brym and Lie, 2006, pp.13). This theory has great scope in assessing the impact of mass media in society, which can be considered as a social structure capable of maintaining and destroying social stability. The information or message that is handed over to the consumer through mass media is viewed here as having a unifying function at conceptual levels of the society. An idea is disseminated, it is discussed, and a consensual position created in the society, which is an outcome of shared values. Similarly, each and every individual who cater to the information disseminated by mass media, is actually going through a socialization process, which enables him/her to function in a society in an acceptable manner. It is the learning process of accepted social behavior that occurs in the mass media space. Before the emergence of mass media, the young people had to depend solely on their family, community and school for socialization but after mass media came into being, it has become the most important socializing space and tool. This is why it is observed that the youth has an inherent tendency to create and maintain their identities by processing the cultural messages that they get from the media, i.e.; they tend to imitate the outward looks as well as behavioral aspects of movie stars, sports stars and so on (Brym and Lie, 2006, pp.109). The socialization enabled by mass media can be at different levels of identity, like, gender, profession, appearance, behavior, mannerisms, life expectations, etc. (Brym and Lie, 2006, pp.109-114). Another aspect related to functionalism theory is the social control that mass media exercises on each and every individual. This is the reverse process of socialization. The constant passage of ideas regarding accepted behavior through mass media prompt individuals to keep away from socially unacceptable behavior. In this way, a control function is taken up by mass media. By showing off the punitive aspect of socially non-agreeable behavior, socially deviant characteristics of an individual are suppressed by mass media. Also by showing off socially agreeable behavior being rewarded, mass media also encourages socially acceptable behavior. The fourth function of mass media, according to functionalist theory is entertainment. The concept of leisure has gained supreme importance after the evolution of mass media. It is an accepted fact that to an extent, people can balance their angry reactions, tensions and dissatisfaction with life through entertainment provided by mass media (Brym and Lie, 2006, pp.109). Entertainment has evolved to become a mass activity since the development of mass media. Certain common standards of entertainment have been in the making. A consensus has evolved on what is entertainment and what is not. On the other hand, matters which were never though of as entertainment have also gained the status of entertainment. For example, even a Tsunami can become entertainment on visual media though being a very tragic event for the directly affected. Mass media has also imparted enormous dimensions to the idea of spectacles. Though humans have always loved spectacles, the television screen and Internet have become brand ambassadors of spectacles. Conflict theory Conflict theory puts forth an understanding of mass media, based on the “centrality of conflict in social life” (Brym and Lie, 2006, pp.14). It follows that what mass media do is a false resolution of conflict, that is, to create a make-believe world of conflict resolution while actually providing a social justification for economic disparities in the society and also the basic value-system of a highly compartmentalized social order (Brym and Lie, 2006, pp.546). If conflict theory is analyzed in detail, four aspects emerge as the key components, namely, a) the existence of structures of dominance and submission, which provoke the dominated to engage in constant struggle with the dominant group, b) social inequalities that alternately provide social stability and change, c) the perpetual struggle of the dominant groups to retain their privileges and the dominated groups to enhance their privileges, and d) a vision of equality which will diminish conflict and contribute to the welfare of humanity (Brym and Lie, 2006, pp.14). In a scenario when mass media is assessed based on conflict theory, the mass media can either side with the dominant group or the less privileged group. But as great amount of money and power is involved with running mass media institutions, mass media is always found to side with the dominating groups. But the social conflict can take on n-number of forms and achieve n-number of results so that there are also instances when mass media support the suppressed groups for a while. This support may also be prompted by the shared values that might exist in a society. As Chomsky (1993) has argued, the major role of mass media still remains to be “manufacturing consent” for the domination by the privileged group. Interactionism Unlike functionalism and conflict theories which assume that people’s affinity or involvement with a group decides how they behave, interactionism theory gives credit to individual’s will and the ability to decipher different subjective meanings out of the information processed by a group in a different manner (Brym and Lie, 2006, pp.17). Thus interactionism theory recognizes mass media communication as a two way process in which the producers of messages and their consumers interact (Brym and Lie, 2006, pp.546). Whether this interaction is on an equal footing or not is the subsequent question that arises. Though the process is tilted in a top down manner, the individual has here partial freedom and ability to choose one’s destiny. This is what sociologists have called “the subjective side of social life” (Brym and Lie, 2006, pp.17). The major elements of interactionism theory are a) the importance of person-to person communication in small and limited communication contexts, b) the consensus about meaning that emerges out of interaction between subjective meanings, and, c) the idea that people create as well as react to their social environment (Brym and Lie, 2006, pp.17). Based on this theory, the audience can be seen to have an influence on mass media just like the influence that mass media can have on the audience. The impact of this theory on mass media is that there will be an enhanced stress on audience feed back. Also, the communication process will be viewed as a mediated one rather than a one-way process. The impact of the theories on the views of the individual who is part of mass media The functionalism theory makes each individual in a mass media institution, the authoritative creator of messages, which are supposed only to be packed and parceled to the consumer. It gives the individual in a mass media institution a sense of power, which can have an influence on the messages that he/she creates as well. Also, this theory will prompt the individual who is part of a mass media institution to think that his/her role is to maintain status quo in the society and to get it rid of the conflicts. Such an attitude may some times make him/her ignore dissent, even when it has very ample reasons. The conflict theory will either make the individual in a mass media establishment side with the elite group and cater to their interests while creating or disseminating a message or it will make him/her always at odds with the elite group and side with the suppressed group. The interactionism theory will move ahead the notion of democracy in two-way communication processes by stressing the mutual flow of information. Impact of the theories on social change within mass media Functionalism theory will create a common belief within mass media that it can bring about social change. This will prompt mass media to act as peer leaders of change. This will also instill a sense of social commitment within the institution and the individuals who are part of it. But the danger of this belief is that mass media practitioners may see themselves as social engineers and act accordingly. Conflict theory will cause attitudes within mass media either in favor of or against the dominant groups in the society. This kind of an attitude may result in a failure to see the multi-dimensional nature of any social issue and instead reducing it to the conflict-dimension alone. The interactionism theory might bring about democratization within mass media and thereby giving more space for the audience to give their feedback and view their opinions. These feed backs and opinions might also be instrumental in product designs as well. Impact of the theories on the views of the society According to functionalist theory, the society will be playing the role of a receptor alone in the mass communication process. In such a scenario, the society will be viewing the mass media as an all-powerful benefactor who cannot be questioned. Whatever information provided by the mass media will be accepted without questioning by the society and also accepted as ultimate truth. Thus mass media become the strongest binding force that enables social cohesion (Kendall, 2008, pp.67). It creates a mainstream culture and integrates each and all into it, irrespective of gender, race or similar differences (Kendell, 2008, pp.67). The society also becomes more homogenized because of the shared values implied by functionalist theory (Kendall, 2008, pp.67). But the unrealistic stress given by this theory on “harmony and cooperation” has a negative side as it neglects and negates rightful dissent (Kendall, 2008, pp.67). The conflict theory may influence a society in such a way that the dominant group might see the mass media as a tool for an end and making use of their privileges, they might try to tilt the content of mass media to become more favorable to them. On the other hand, the less privileged groups might see mass media in a hostile manner and approach it with mistrust. Because of such an attitude, they might also find it difficult to make effective use of the limited space that they get in mass media. Also, the mass media will be responsible for promoting the ideology and values of the elite group in the society. An example of this is cited by Kendall (2008) when it is observed that mass media influence people’s decision on what they eat through the advertisements and also other less direct messages, so that the corporate food manufacturing companies who are part of the dominant group can sell their food products and grab money (pp.68). The curious element in such a situation is that prompted by mass media, people may even buy and eat something that is injurious to their health. As a whole, this kind of media intervention promotes consumerism and promotes the spending nature of the people. And this will eventually drain the less privileged people of whatever resources they have. The rich will get richer. The social interactionism theory will have a totally different influence on the views of the society. It gives space to all the subjective viewpoints and views social attitudes as a sum total of them. People are considered as the creators of their destiny here and hence this theory gives the society the leading role in mass media interaction. It suggests that the interventions by people can even control the content of mass media. What naturally follows from this theory is that “people continually negotiate their social realities” (Kendall, 2008, pp.68). Hence unlike the functionalist theory or conflict theory, the values and ideas propagated by mass media are not unchangeable, according to the interactionist theory. From the above discussion, it can be seen that one single theory cannot provide all the conceptual requirements to understand the impact of mass media on the society and also the impact of social theories on mass media. But if these theories are employed in correlation with each other, the picture that emerges can be as close as to truth as possible. To understand the impact of mass media at macro as well as micro levels, such a combination is the best tool available. Works Cited Brym, R.J. and Lie, J. (2006) Sociology: your compass for a new world, New Delhi: Cengage Learning. Chomsky, N. (1993) Manufacturing consent: media and propaganda, David Barsamian. Kendall, D. (2008) Sociology in nour times: the essentials, New Delhi: Cengage Learning. Read More