12 Questions
What is the primary function of mass media according to the text?
Surveillance
Which type of surveillance involves warning about pending threats like floods and military attacks?
Instrumental surveillance
What is the role of interpretation in mass media?
Giving context to new information
How does interpretation function in mass media help individuals?
By offering a wide range of viewpoints for evaluation
Which function of mass media allows individuals to evaluate issues based on different perspectives?
Interpretation
Which type of surveillance provides useful information about news products, entertainment guides, etc.?
Instrumental surveillance
What does the entertainment function of mass media primarily aim to do?
Provide a means of escaping from reality
Which type of media, according to the text, requires high thinking and engagement from the audience?
Radio drama
Why are movies in cinemas considered 'hotter' than television shows?
Due to the larger screens and engaging atmosphere in cinemas
What is one way that mass media can contribute to the development of an individual's critical faculties?
By providing accurate and detailed information
Which aspect distinguishes hot media from cool media according to the text?
The intensity of audience engagement required
How do movies on home VCRs differ from movies shown in cinemas in terms of engagement?
They are cooler as they do not have the same theatrical atmosphere
Study Notes
The Role of Mass Media
- Communication is a fundamental aspect of society, and various inventions have transformed communication into mass opportunities.
- Mass media plays a crucial role in society, and researchers have identified four basic roles:
Surveillance
- Refers to the constant flow of news and information about events occurring inside and/or outside the country.
- Subdivided into:
- Warning surveillance (associated with news media, providing information about pending threats).
- Instrumental surveillance (associated with both news and popular media, transmitting useful information).
Interpretation
- Provides a context for new information and commentary about its significance and meaning.
- Helps individuals know various viewpoints on an issue, enabling them to evaluate it.
- Offers a wide range of expertise, which may not be accessible through interpersonal communication.
- Dysfunction: people may not get the depth and true picture of the event or issue, and may not contribute to the development of critical faculties.
Socialization
- Associated with the transmission of values within a society, particularly the modeling of appropriate behavior and attitudes.
- Mass media informs us about cultural and social norms of various groups in our society.
- Examples: Hollywood or Bollywood movies, which convey social norms in the source culture.
Entertainment
- A related function of mass media, sometimes called the diversion function.
- Diverts us from the real world and has been subdivided into three categories:
- Stimulation (escape from boredom, routine, or problems).
- Relaxation (escape from pressures and problems of day-to-day existence).
- Emotional release (release pent-up emotions and energy).
Mass Media Classifications
- Hot media:
- Require a high degree of thinking from media users, who have to fill in missing information from their own imagination.
- Examples: books, magazines, newspapers, and radio (when it engages listeners' imaginations).
- Cool media:
- Allow audiences to be passive spectators because others have made the creative decisions.
- Examples: television, radio played for background music, and movies seen on home VCRs.
- Movies in movie theaters (cinema) can be seen as hotter than television due to the large screens and darkened rooms that engage the audience.
Test your knowledge on the role of mass media in society. Learn about the four basic roles identified by communication scholars. Explore the significance of mass communication in shaping public opinion and promoting social change.
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