The functions of mass media
Mass media holds four main functions. They are as follows:
1. Informing
2. Entertaining
3. Persuading and
4. Transmission of culture
The primary function of mass media is information. The objective of any media is to disseminate information about the current affairs like, political status-quo, existence or arrival of new products in the market, global issues, national updates, job vacancies etc. This public broadcasting of news is helpful to the mass in many different ways. The other function of mass media is entertaining. The variety of entertainment content and channels of communication indicate that entertainment is gaining currency at a high rate. Persuasion is important for different interest groups seeking to attract the attention and involvement of the potential members to their group. Public relation activities, advertisements, opinion pieces including letters to the editors are few examples to highlight the persuasive function of communication. Media plays a role of a vehicle in raising the degree of ambition of the people and focus on different problems, needs and challenges in the developing world (Schramm).
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