Gratification of needs is the most important role of media for humans. People get knowledge, interaction, relaxation, awareness, escape and entertainment through media which they use for interpersonal communication as well.
Identify key functions of the mass media. Explain how the media functions as a gatekeeper.
Discuss theories of mass communication, including hypodermic needle theory, media effects, and cultivation theory. How does mass communication function differently than interpersonal communication? Do we have relationships with media like we have relationships with people?
To answer these questions, we can look at some of the characteristics and functions of mass communication. One key characteristic of mass communication is its ability to overcome the physical limitations present in face-to-face communication.
The human voice can only travel so far, and buildings and objects limit the amount of people we can communicate with at any time.
Another key characteristic of mass communication in relation to other forms of communication is its lack of sensory richness. In short, mass communication draws on fewer sensory channels than face-to-face communication. While smell, taste, and touch can add context to a conversation over a romantic dinner, our interaction with mass media messages rely almost exclusively on sight and sound.
Because of this lack of immediacy, mass media messages are also typically more impersonal than face-to-face messages. Actually being in the audience while a musician is performing is different from watching or listening at home. Last, mass media messages involve less interactivity and more delayed feedback than other messages.
The majority of messages sent through mass media channels are one way. Although there are some features of communication that are lost when it becomes electronically mediated, mass communication also serves many functions that we have come to depend on and expect.
Functions of Mass Media The mass media serves several general and many specific functions. In general, the mass media serves information, interpretation, instructive, bonding, and diversion functions: We have a need for information to satisfy curiosity, reduce uncertainty, and better understand how we fit into the world.
The amount and availability of information is now overwhelming compared to forty years ago when a few television networks, local radio stations, and newspapers competed to keep us informed.
The media saturation has led to increased competition to provide information, which creates the potential for news media outlets, for example, to report information prematurely, inaccurately, or partially.
Media outlets interpret messages in more or less explicit and ethical ways. Newspaper editorials have long been explicit interpretations of current events, and now cable television and radio personalities offer social, cultural, and political commentary that is full of subjective interpretations.
Although some of them operate in ethical gray areas because they use formats that make them seem like traditional news programs, most are open about their motives.
Some media outlets exist to cultivate knowledge by teaching instead of just relaying information. The in-depth coverage on National Public Radio and the Public Broadcasting Service, and the more dramatized but still educational content of the History Channel, the National Geographic Channel, and the Discovery Channel, serve more instructive functions.
Media outlets can bring people closer together, which serves the bonding function. We all use the media to escape our day-to-day lives, to distract us from our upcoming exam, or to help us relax. When we are being distracted, amused, or relaxed, the media is performing the diversion function.
Just as a gate controls the flow of traffic, the media acts as a gatekeeper, allowing some messages to travel through and others not. The Media as Gatekeeper In addition to the functions discussed previously, media outlets also serve a gatekeeping functionwhich means they affect or control the information that is transmitted to their audiences.
This function has been analyzed and discussed by mass communication scholars for decades. Overall, the mass media serves four gatekeeping functions: In terms of relaying, mass media requires some third party to get a message from one human to the next.Oct 21, · 39 thoughts on “ Maslow’s Hierarchy of Social Media ” szemen on the fact that our society is time critical and wanting things to be done now is the reason for the popularity of social media.
Some people use social media as a tool to spread the word or to share information to relatives and friends around the world. Social media has just given them an extra tool to terrorize people. Here are five ways malignant narcissists – those without empathy and with an excessive sense of entitlement – use social media to exploit, manipulate and destroy their victims.
Uses and gratifications theory (UGT) is an approach to understanding why and how people actively seek out specific media to satisfy specific needs.
UGT is an audience-centered approach to understanding mass communication. . Uses and gratification theory seeks to understand why people seek out the media that they do and what they use it for.
UGT differs from other media effect theories in that it assumes that individuals have power over their media usage, rather than positioning individuals as passive consumers of media.
Applying the Uses and Gratifications Theory to Compare Higher individuals use media to satisfy particular needs has been the Uses and Gratifications (U&G) Theory. Herzog () and McGuire () suggested that the U&G theory has been quite assumption of the U&G theory is that people are actively involved in media usage and interact.
Maslow first introduced his concept of a hierarchy of needs in his paper "A Theory of Human Motivation" and his subsequent book Motivation and ashio-midori.com hierarchy suggests that people are motivated to fulfill basic needs before moving on to other, more advanced needs.