The Role of Mass Communication Media in a Crisis or an Emergency - Literature review Example

Communication and Investigation Name Institution Date Abstract Over the years, crisis or emergency has been a recurrent issue that is inseparable from the life of human kind. During their occurrence, people have been apprehensive to know the cause, the reaction and the impacts. In this information age, the mass media has been regarded as one of the most vital mediums of communication during crisis. Its position gives it a crucial role in relaying information, shaping up public opinion and creating national unity. Despite its benefits to the populace in calming the situation, media can also fuel tension and cause negative impacts in the long run. Therefore, in this technical report, the paper will critically analyze the role of mass communication media in a crisis or an emergency. In the discussion, the report will also highlight various types of media which form under mass media and how they operate during a crisis or emergency. Keywords: mass media; crisis or emergency. 1.0 Introduction Today, emergency or crisis has become part of human lives to the degree that it is no longer regarded as unnatural (Ahmadi, 2015, p.190). However, of concern is the level to which the information is often distorted during crisis from one person to another. Ghassabi and Zare-Farashbandi (2015, p.95) pointed out that in such crisis, mass media has become an important in due to its influence and reach in current society making them inseparable from all social situations. The increasing crisis has made researchers and policy makers to establish the role of media in crisis or emergency. The outcome has been that while media inform and calm down the fear of the public, it can also fuel crisis (Ghassabi and Zare-Farashbandi, 2015, p.95). Therefore, this paper will critically analyze the role of media in a crisis or an emergency. To put the discussion in context, the report will define media and crisis and highlights various forms of media. In addition, the paper wills discussion the role of the different types of media based on their reach, effectiveness and influence. The report will also focus on both positive and negative roles played by mass media during crisis. 2.0 Overview of mass communication media and Crisis 2.1 Mass Communication Media Fourie (2008, p.34) described mass media as a set of the media technologies which reach out to a large number of people or audience through mass communication. The author went ahead to argue that technologies in which communication work consists of a different outlets. Also, Lang (2013, p.10) defined mass media as the means applied to communicate with the public. Various forms of mass media exist today, including broadcast, print media, film, video games, internet, audio recording, mobile and outdoor media. All these forms of mass media emerged in different times and have the own level of reach, effectiveness and influence. The first form of mass media was the newspaper. Over a long time, citizens depended on journalists and writers to supply them with news in form of local newspapers. Nevertheless, radio was invented in 1890s to help in the dissemination of information (Fourie, 2008, p.38). The radio then went on to surpass newspaper as the most effective source of information with many families gathering to listen to their favorite programs and latest news. Ghassabi and Zare-Farashbandi, (2015, p.99) asserted that after some years, then came television as the most influential and effective mass media. The reason attributed to this is because it combined both voice and pictures on its presentation. Today, the internet, especially the social media has taken over and being ranked as the best and most influential mass media during an emergency (Freberg, 2012, p.417). Since the invention of the internet, the public has become capable of accessing news by just clicking the mouse instead of waiting for news hour on TV after several programs. Despite becoming popular in the 21st century, studies of coverage on Azerbaijan earthquakes shows that Television is still the most effective media as shown in Table 1 (Ghassabi & Zare-Farashbandi, 2015, p.99). The same study also showed that television still has the largest reach when it comes to informing people about the crisis as depicted in Table 2. Media Frequency Percent National TV 158 45.5 Social Media 34 9.3 Satellite Television News websites Personal News agencies Newspapers Radio Others 34 15 10 8 6 5 - 9.2 4.8 0.2 3.2 1.8 1.1 16 Table 1: effectiveness of various mass media in crisis Source: (Ghassabi & Zare-Farashbandi, 2015, p.99). Media Frequency Percent National TV 148 42 Social Media 48 13.5 Satellite Television News websites Personal News agencies Newspapers Radio Others 45 4.4 8 7 7 3 - 12.8 15 2.4 2.3 1.6 1 6.8 Table 2: percentage of coverage reach Source: (Ghassabi & Zare-Farashbandi, 2015, p.99). 2.2 Crisis or Emergency Crisis is a Greek term “Krinon” meaning expressing danger period concerning economic, social and political issues (Ahmadi, 2015, p.191). Soltani (2015, p. 12) stated that crisis leads to bewilderment and confusion in the public, mess up their capability of taking effective and logical steps and therefore weakens their capacity for attaining their objectives. Disaster is primarily a defining moment which can result to an appropriate or inappropriate change (Soltani, 2015, p.12). Crisis can be on the basis of economic, social or political. Some of the examples of crisis or emergency that have been witnessed in the recent past include mass protest after the US election, earthquake in Japan, Terrorism in Nice, economic downtown of 2008, floods, hurricane in the US and ethnic violence in South Sudan. 3.0 Role of mass in crisis or emergency 3.1Positive Roles of the Media Research that has been done has established several roles played by the mass communication media during emergency or crisis. The first role played by the media in crisis is to relay information and the direction to the public (Coombs, 2013, p.12). The mass communication media hear rumors of a crisis, attempt to get more information about the situation, and use their expertise to put more background on the story. They also send their reporters to cover the story. In most cases, when crisis happens, the mass media puts it as breaking news and even commit almost all their time reporting the situation to the public. For instance, Xigen (2007, p.670) pointed out that on 11th September 2001, the television, particularly CNN started the coverage of terrorist attack within few minutes of first plane crash at the New York’s World Trade Center devoted all their time to report about the situation for 24 hours. Similarly, when a Malaysian disappeared, all the international mass communication media spent all their time providing necessary information to the public. The media provide the background of the crisis, the situation and the impact. Bashir (2008, p.10) argued that the public are always eager to know the cause of the crisis, the current situation at the site of crisis and the impact it has had on society or people living or working at the scene. The media also provide the number of people who were at the scene at the time the emergency occurred and whether there are any injuries or deaths. Ghassabi and Zare-Farashbandi (2015, p.101) posited that in this way, the media calm the public anxiety. The role of the mass communication media is also to spread information on the preparedness measures of an organization or country facing a crisis (Ahmed, 2006, p.27). The role of the media does not end with reporting what is happening at the scene, but also how the company or country had been prepared for such eventuality. Coombs (2013, p.41) contended that to bring more analysis and emphasis into this, the mass media company or house can bring in the expert’s input about the situation. For instance, expert on disaster management or health and occupational safety can be brought on board to explain to the public the level of disaster preparedness of the country. In this way, improvement can be done to curb future occurrence of such crisis. Soltani (2015, p.12) postulated that the mass media also inspires donations and volunteerism course. Citizen involvement is a noble course in crisis. Nonetheless, in most countries, crisis management depends majorly on professionals and volunteers from affiliated agencies. The crisis can affect a large group of people, hence the need for more support (Whittaker, McLennan & Handmer, 2015, p.359). In such circumstance, help personnel could be overwhelmed therefore the need for more volunteers to evacuate victims, and provide first and support required. Since it’s often the journalist who is among the first to arrive at the scene and have the information about the happening, they have a role to call for volunteer to help the victims. In the recent times, social media and new technologies have been used to rally the public to volunteer in crisis and emergency management. A case in point is where more than 2 million people heed the call by mass media to volunteer in the search of the missing Malaysian plane in 2014 (Whittaker, McLennan & Handmer, 2015, p.359). The public went on to scan images looking like debris that was uploaded on Tomnod website. Research has also found that mass media speed the process of crisis management (Ahmadi, 2015, p.192). In most cases, the journalist from mass media houses such as TV, Radio and newspapers are usually the first to arrive at the crisis scene as such, they play vital ‘first responder’ responsibility alerting the rescue agencies of the critical condition of the victims thus speeding the process of emergency management (Whittaker, McLennan & Handmer, 2015, p.359). They do this by showing some by fueling picture of the some of the injured victims which stimulate concerns and need for more rescue teams. In some circumstance, media put pressure on the people responsible for disaster preparedness in the organization or country by asking tough questions (Lowrey, 2004, p.56). Such pressure makes these people act swiftly and speed up the emergency management. Picture 1: CNN covering 9/11 3.1 Negative Roles of the Media Even though the media play very many positive roles in crisis, it can also play negative roles and even worsen the situation. The media sometimes cause panic among the public. As stated earlier, mass media take different forms to include TV, newspapers, radio, films and internet. Schultz, Utz and Göritz (2011, p.21) claimed that while some mass media take caution of what they air or publish, some do not and goes ahead to create a picture which cause concern among the public. For instance, some media publish or display pictures of brutally murdered people in crisis hence causing panic on citizens (Moeller, 2006, p.175). For instance, internet and some online newspaper publish a video of how the Russian Ambassador Andrey Karlov was shot in what appears to be an assassination. Such situation can be interpreted that if an ambassador can be assassinated the public are not safe. Studies also show that mass media sometimes involves itself in counter-productive role. Some media have particular interest in different crisis, hence with no reference to tangible evidence; they cause collective stress and panic (Moeller, 2006, p.175). Media at times leads to the politicization and polarization of the emergencies. Journalist and media owners put pressure on the political process of crisis leading to poor decision at the end. The mass media wants the crisis managers and policy makers to justify their strategies on how they can end the emergency. Schultz, Utz and Göritz (2011, p.23) opined that the pressure makes it hard for the responsible personnel to suspend public appearance and work on the background to end the disaster. Furthermore, the mass media companies, particularly the television, radio stations and newspapers compete and want to be in the forefront in confronting political leaders with the incisive and tough questions concerning potential causes, poor emergency process, and legal procedures (Lowrey, 2004, p.357). The media will alternatively turn to experts, whistle blower or emergency workers to give answers if political leaders are hesitant on giving more information to the public. As such, the crisis is likely to turn to politics, blame games and framing. 4.0 Conclusion To conclude, the paper has established that a number of crisis or emergency has increased tremendously in the last three decades. Such incidents have increased panic among citizens due to fear of losing loved ones and properties. The advancement of mass media has played a key role in calming such crisis by informing the public about the situation and even mobilizing volunteers to help in evacuation and providing support. As such, media has been recognized in speeding up crisis management. On the other hand, the media has played a very negative role in crisis management. The media has been accused of causing panic among the public, put pressure on emergency management officials, and producing sensational news due to personal interests. Therefore, moving forward, the mass media is advised to take caution in their report so as reduce the effect of the crisis in the future. 5.0 References Ahmed, M. (2006). The principles and practice of crisis management. New York: Palgrave MacMilian. Ahmadi, I. (2015). Role of Media on Crisis Management. Journal of Exploratory Studies in Law and Management, 2(3), 190-197. Bashir, H. (2008). The media and the sense of crisis. Journal of Communication Research Center of IRIB, 55, 9-29. Coombs, TW. (2013). Applied Crisis Communication and Crisis Management, Cases and Exercises : Sage Publications, Inc. Fourie, P.J. (2008). Media Studies: Media History, Media and Society. Juta and Company. Freberg, K. (2012). Intention to comply with crisis messages communicated via social media. Public Relations Review, 38(3), 416-421. Ghassabi F., & Zare-Farashbandi, F. (2015).The role of media in crisis management: A case study of Azarbayejan earthquake. International Journal of Health System Disaster Management, 3(2), 95-102. Lang, A. (2013). Discipline in crisis? The shifting paradigm of mass communication research. Communication Theory, 23 (1), 10–24. Lowrey, W. (2004). Media Dependency during a Large-Scale Social Disruption: The Case of September 11. Mass Communication and Society 7(3), 354-365. Moeller, S. D. (2006). Regarding the pain of others: Media, bias and the coverage of international disasters. Journal of International Affairs, 59 (2), 173-196. Schultz, F., Utz, S., & Göritz, A. (2011). Is the medium the message? Perceptions of and reactions to crisis communication via twitter, blogs and traditional media. Public Relations Review, 37(1), 20-27. Soltani F. (2015). Mass media and its role in increasing society's involvement in disaster management. International Journal of Health System Disaster Management 3(5), 12-15. Whittaker, J., McLennan, B., & Handmer, J. (2015). A review of informal volunteerism in emergencies and disasters: Definition, opportunities and challenges. International Journal of Disaster Risk Reduction, 13(2), 358–368. Xigen, L. (2007). Stages of a Crisis and Media Frames and Functions: U.S. Television Coverage of the 9/11 Incident during the First 24 Hours. Journal of Broadcasting & Electronic Media, 51(4), 670-687. Appendix Table 1: effectiveness of various mass media in crisis Table 2: percentage of coverage reach Picture 1: CNN covering 9/11 Read More