MASS MEDIA ROLES AND FUNCTIONS MASS MEDIA This

MASS MEDIA ROLES AND FUNCTIONS

MASS MEDIA This Photo by Unknown author is licensed under CC BY-NC-ND.

THE MASS MEDIA ■ Mass media began in the early 18 th century and was in the form of print media. As technology evolved so did the forms of mass media. Satellite broadcasting boosted radio and television and internet broadcasting facilitated both old and new forms of broadcasting. ■ The traditional role of the mass media is seen as the widespread dissemination of various types of information and entertainment. ■ It was built on the premise that the common folk should be informed and educated and have access to the same information as the elites. ■ The contributions of the mass media to the development of Caribbean society is understated and overlooked.

CATEGORIES OF BROADCASTING 01 02 03 04 ELECTRONIC OR BROADCAST MEDIA: Film, radio, recorded music and television PRINT MEDIA: Newspaper, magazines, journals and books DIGITAL MEDIA: Internet and forms of mobile communication such as: email, social network sites, websites, internet based radio and television. OUTDOOR MEDIA Infographic displays on billboards, posters, signs etc.

MASS MEDIA AND THE CARIBBEAN ■ The mass media was used to disseminate and popularize the ideologies of the racial equality, injustice, the trade union movement, Pan Africanism and the struggle for independence. ■ Local politicians used media platforms to promote their ideas and engage the masses in the democratic process. ■ Some criticisms of the mass media include: – it promotes a sanitized or simplistic view of the what really happens in society. – The decision on what should be reported as news is based on someone's opinion on what others should know or not know. – Media houses are tarnished because they are owned by big businesses or rely their advertisement money. Thus, they are able to manipulate the news and the public

MASS MEDIA AND THE CARIBBEAN ■ The region is bombarded and completely immersed in the various forms of media, especially those available through the internet. Thus, foreign culture and impacts of how we as Caribbean people view the world. – CULTURAL IMPERIALISM. This suggest that the foreign mass media is actively engaged in promoting their cultural products to the developing world. The people in the developing world then openly embrace these ideas/products and accept them as norms, values and the right way of living. Thus, we inevitably end up giving up our local, traditional values or way of life. It is the ENCULTURATION of one society by another.

U. S. CULTURAL INFLUENCE IN MEDIA (Cultural Imperialism) ■ The U. S. is the leader in computer and internet technology and this makes Caribbean society predisposed to their political and cultural messages. ■ The increase in the number of cable television channels as well as internet access will tend to shape our knowledge as well as promote U. . S. concerns e. g. Venezuela; Migration from Latin America; Middle-Eastern Terrorism. ■ The influence of the U. S. Mass media is so strong that we often find that we align ourselves with the U. S. and seldom investigate the other parts of the story. Hence we adopt Pro-U. S. sentiments. ■ Large U. S. media houses are able to produce news and feature stories more cheaply and are able to dominate the Caribbean media. ■ Large U. S. media houses dominate the news and as a result, they limit the influence of the local media. Thus undermines, the concept of free press as it relates to the local media being able to report on local matters to a mass audience.

Criticisms of Cultural Imperialism ■ The thesis does not include the impact of migration. Many who live in the diaspora are also influential in changing Caribbean norms and traditions when the engage with their families in the region. ■ Although, the U. S. media may influence cultural aspects of Caribbean society, it is not to the extent that Caribbean people are willing to give up their Caribbean identity. It essence, it does make us less Caribbean.

SOLUTIONS TO THE THREAT OF CULTURAL IMPERIALISM ■ Local production companies and governments can invest in the production of high quality local programming that will compete with U. S. media. ■ Educational initiatives and scholarships that would allow nationals to specialize the media production. ■ More analysis of the mainstream news coming from the U. S. as well as local channels as a means of putting forward a more accurate portrayal of current events. ■ The establishment of watchdog news agencies that will report on inaccuracies in U. S. media reporting. ■ The establishment of a coordinated regional policy on the media that focuses on both national and regional development.

CONTRIBUTIONS OF CARIBBEAN MASS MEDIA TO DEVELOPMENT ■ PROVISION OF INFORMATION – Local media provides information on events such as : politics, crime, festivals, trade events. Issues that affect CARICOM as well as regional outbreaks such as SARS and ZIKA. – They provide information on trends such as rising crime, tourism, health issues, education etc. – They provide information on institutions and the services that they provide. – They provide information on political and economic affairs – The also facilitate advertisements of products. – Educate the public on environmental issues and hazards – It can act as a pressure group or watchdog on policies that affect the countries of the region

CONTRIBUTIONS OF CARIBBEAN MASS MEDIA TO DEVELOPMENT ■ ENTERTAINMENT AND CULTURE – They provide entertainment through digital and print media. – Entertainment plays a role in human development in that because it promotes well-being by relieving stress. – It promotes Caribbean culture, personalities and our artforms e. g calypso, soca, reggae – Cultural art forms are promoted through the streaming and broadcasting of Caribbean festivals, concerts etc. This brings about understanding and acceptance.

CONTRIBUTIONS OF CARIBBEAN MASS MEDIA TO DEVELOPMENT ■ CONSTRUCTING A NATIONAL AND REGIONAL IDENTITY – Under colonialism, the media was responsible for printing various newspaper publications that promoted nationalism through the writings of C. L. R. James etc. , – The ability to attain a strong cultural identity which promotes independence, pride and unity in the region. – It has been able to reach persons in remote areas of the region. – Regional news providers such as: The Caribbean News Agency (CANA), The Caribbean Broadcasting Union create regional programmes that focus on the news of the region. – The Caribbean diaspora is able to maintain ties with the region by tuning in to Caribbean stations

CONTRIBUTIONS OF CARIBBEAN MASS MEDIA ■ PROMOTING THE DEFENCE OF RIGHTS ■ Despite challenges to the freedom of the press by politicians, it is for the most part, a right that is respected. The right of a FREE PRESS allows them to: – Investigate, report on and expose the shortcomings of social institutions. – Talk shows and call in shows will often give marginalized people an opportunity to voice their concerns. – They can keep important issues in the forefront and increase public awareness. – They can highlight controversial issues that may change public opinion. – They can provide information on the legal rights of the citizens