THE FUNCTIONS OF MASS MEDIA

Introduction

This training note is designed to help students clearly understand the functions, systems, coverage and dysfunctions of the mass media, using relatable scenarios drawn from everyday Nigerian experiences. The aim is to move beyond memorisation and help students see how mass media actively shape society in practical and sometimes problematic ways.

Functions of the Mass Media

The mass media perform essential functions that societies have always needed. According to Harold Lasswell, the media extend social functions that existed long before modern technology. Whether the effects are positive or negative, the media operate within the social system and influence how people see the world, respond to events and relate to one another.

Surveillance of the environment.

One of the most fundamental functions of the mass media is surveillance of the environment. Through news reports, documentaries and special bulletins, the media monitor events and conditions in society and report them to the public. Imagine a student in Owerri who learns about an impending fuel scarcity from the radio before leaving home. That information helps the student plan the day differently. In the same way, farmers rely on weather forecasts, investors follow stock market reports, and travellers depend on traffic updates. Surveillance keeps society alert and informed. The media also confer status on individuals by giving them visibility. When a young Nigerian entrepreneur is featured on national television, the public begins to see that person as important or credible. This process is known as status conferral.

Correlation of different elements of society

Another key function is the correlation of different elements of society. This involves interpreting events and helping people make sense of complex realities. The media do not merely report that a policy has been introduced; they explain its implications through editorials, expert commentary and analysis. For example, after the announcement of a new fuel subsidy policy, newspapers decide which angle to emphasise, radio programmes host analysts to debate its effects, and television stations frame the issue visually. Through headlines placement and programme sequencing, the media guide the audience on what matters most at a given time.

Transmission of culture

Socialisation and the transmission of culture represent another powerful media function. Socialisation refers to how individuals learn societal values, norms and expectations. Many Nigerians learn how to dress, speak, relate and even dream through what they see and hear in the media. Television dramas present role models, news stories define citizenship values, and advertisements project goals associated with different life stages. For instance, a child watching a popular family sitcom gradually learns ideas about respect, authority and success without being formally taught.

Entertainment

Entertainment is the fourth major function of the mass media. Entertainment content is designed to amuse, relax and emotionally engage audiences, even when it also educates. A television drama on HIV/AIDS may attract viewers because it is entertaining, but it simultaneously raises awareness and promotes empathy. As Neil Postman observed, television has influenced people to view many aspects of life through the lens of entertainment. This explains why news, politics and even religion are sometimes presented in dramatic or sensational forms.

Mass Media Systems

Mass media systems refer to the relationship between the media and political authority in a society. The nature of a country’s political system largely determines how free or controlled the media are. In authoritarian systems, the government dictates media content because it lacks trust in the people’s ability to make informed decisions. Media are often state-owned and heavily regulated. In paternalistic systems, elites assume they know what is best for the public and prescribe acceptable content standards.

Permissionist or permissive systems allow media organisations to operate after registration and regulation, usually in the name of public interest, convenience and necessity. Competition thrives, but this can also lead to materialism and irresponsibility. Pluralistic systems combine elements of the other systems. Many developing countries, including Nigeria, operate within a pluralistic framework where state control, private ownership and regulatory oversight coexist.

Mass Media Coverage

Mass media coverage refers to the geographical scope of media operations. Local media serve specific communities or states and focus on issues affecting their immediate environment. Examples include state broadcasting stations and community newspapers. National media address issues of national importance and aim to serve the entire country. Newspapers such as The Guardian and broadcast stations like NTA and FRCN fall into this category. Some media operate internationally, targeting audiences across national boundaries. When media signals extend into neighbouring countries without deliberate international targeting, this is referred to as signal spill-over rather than international communication.

Dysfunctions of the Mass Media

Despite their many benefits, the mass media also have dysfunctions. One major dysfunction is anxiety. Inaccurate reporting, misinformation or sensational headlines can create fear and confusion. For example, exaggerated reports about health crises can cause panic buying and unnecessary distress.

Another dysfunction is the revolution of rising expectations. Through advertising and glamorous portrayals of lifestyles, the media sometimes create desires that audiences cannot realistically satisfy. When people are constantly exposed to images of wealth and success, frustration and dissatisfaction may arise.

Narcotisation occurs when audiences become overly absorbed in media content. People may organise their lives around favourite programmes, neglecting social responsibilities. Just as habitual drinkers seek their next drink, heavy media consumers crave constant media stimulation.

Privatisation is another dysfunction, where excessive media exposure leads individuals to withdraw from social engagement. During periods of crisis or conflict, some people avoid news entirely to protect themselves emotionally, becoming detached from societal issues.

Finally, media content can contribute to human conflicts. Biased reporting, propaganda and inflammatory coverage may escalate tensions within or between communities. Conflicts involving religion, ethnicity or politics can be intensified when different parties seek favourable media representation.

Conclusion

Conclusion the mass media play indispensable roles in informing, educating, entertaining and integrating society, while also carrying the potential for negative consequences. So far, we have seen that the functions and dysfunctions of the media can allow us as media experts to critically analyse media content and appreciate the power of mass communication in shaping social reality.