In order to understand how
functionalism relates to mass communication, it is necessary to draw a
distinction between functions (the consequences of routinely carrying out
communication activities) and the effects of those activities. As already
stated earlier media have specific functions to perform and as such they are
essential to the society. Referred to as the classic functions of the media,
the five functions of the media are:
Information: Also referred to as the
Surveillance Function, it indicates the collection/dissemination of
information,
cautioning/warning
the public, besides facilitating innovation, adaptation, and progress.
Correlation: Also referred to as the
Interpretation Function, it is the explaining, interpreting, and commenting on
the
meaning of events and information,
in addition to consensus building, setting orders of priority and signaling
relative status.
Continuity: Also referred to as the
Lineage/Linkage Function, it is forging and maintaining commonality of values,
establishing
a bond between cultures/societies and communities.
Entertainment: It is the function of
providing amusement, diversion, and the means of relaxation, thus
reducing tension.
Mobilization: It is the function of
campaigning for societal objectives in the sphere of politics, war, economic
development, work and
sometimes religion.
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