Microsoft Word Revised Syllabus Ver doc

Functions of the mass media
Modem mass media serve functions very similar to those fulfilled by traditional media 
in some ancient societies, and in some developing countries today. Western media theorists 
generally identify three major functions; (i) surveillance of the environment, (ii) 
interpretation of the information and prescription for conduct, and (iii) the transmission of 
heritage. The developmental and liberation or improvement functions, or even the ritualistic 
or celebratory functions of the media rarely find mention in Euro-American media theory. 
South American media theorists have contributed to our understanding of media for 
1iberation while African and Asian scholars have explored the relevance of media to 'rational 
development.
Information
Surveillance of the environment relates to information or 'news' about happenings in 
society. The mass media carryout this function by keeping us posted about the latest news in 
our by keeping us posted about the latest news in our own region and around the world. On 
rural societies, however, the word-of-mouth method is still the most credible means of 
spreading news. The mass media helps us to keep the culture and heritage of our society in a 
line, and to transmit it to others.
Entertainments
Entertainment has been a legitimate function of the traditional folk media, but the 
mass media provide if with a vengeance. They help to pass the time, and to relax with family 
and friends.
Advertising
An equally vital function is that of the mass media helping to sell goods and services 
through sponsorships and commercials. Commercial function has indeed been served well, 
perhaps too well, especially in the United States, where the networks would have to close 
down if the support from commercials were to dry up. At the same time, it would be suicidal 
to let this function dominate the mass media at the expense of the other four functions. India 
too promotes the commercial function and though it has not allowed its representative to take 
over the programming of radio and television, the influence is still strong. This is equally true 
of the press and its dependence on advertising.
Print media
Prior to Independence, the press in India had a clear-cut role to play in the nation's 
struggle against British rule. It had put up a brave fight in its heroic effort to expose the 
brutality of the regime, particularly in its suppression of the freedom movement. Many 
editors of the Indian language press defined censorship regulations to keep the nation 
informed about the progress of the movement, and especially of the plight of national leaders 
like Gandhi and Nehru. According to the first Press on Commission the press should help 
secure and protect the social order in which let justice (social, economic and political) would 

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prevail. Some are of the opinion that the press should be a watch-dog and act as a catalytic 
agent to hasten the process of social and economic change.
But unfortunately, the press has become so obsessed with politics that even a silly 
rumour hits the front page. What the press urgently needs is creative, investigative and 
development reporting chiefly on non-political themes like unemployment, malnutrition, 
exploitation of the poor, miscarriage of justice, police atrocities, development schemes and 
the like. Credibility is indeed the very life-blood of the press, no matter which government is 
in power.