The Role of the Mass Medi3

The Role of the Mass Medi3 - The Role of the Mass Media. As...

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The Role of the Mass Media. As I have noted, the mass media is considered to be part of the cultural sub-system in large-scale, modern, industrial societies (small scale pre-industrial societies do not develop a system of mass communications because they possess neither the technical knowledge nor the social need to disseminate information across large numbers of people - religion tends to be the cultural institution charged with such a function in this type of society). In this respect, the role of the mass media can be considered to be basically two-fold: a. Firstly, spreading knowledge (information-giving) across society as a whole. b. Secondly, the media performs a social control function by broadcasting to the population a set of values that reflect the requirements of the society as a whole (the need to maintain order, restore equilibrium to the system and so forth). In this respect, one of the primary functions of the media is seen to be the propagation of an ideology that broadly supports the status quo in society. It is the role of this
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This note was uploaded on 01/17/2012 for the course SCIE SYG2000 taught by Professor Bernhardt during the Fall '10 term at Broward College.

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The Role of the Mass Medi3 - The Role of the Mass Media. As...

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