CARIBBEAN STUDIES NOTES ROLES AND FUNCTIONS OF THE MASS MEDIA Mass media refers to forms of communication organized to reach large audiences and includes radio, television, newspapers and the internet. Mass media was originally the medium used by local politicians before independence to disseminate information to the people in an attempt to popularize ideas about equity and stir up support for the trade union movement, black consciousness and struggle for independence. The mass media has been criticised, however, of sharing only sharing certain information and producing biased information in favour of big business interests, that is, those who own the various media stations.
PROVISION OF INFORMATION o Much of the programmes which are aired are those for which advertisers are willing to have their interests promoted. Hence, programmes aired are controlled by big business interests in the form of advertisers. o News is defined as any happening in which people may be interested. Sometimes, one news story may be sold many times over while some stories do not make the news at all or only do so for a short time period. In addition, the mainstream media showcase a consensus approach to news – the views and opinions of the powerful or elite groups. The views of the minority groups or those being negatively stereotyped are not published. o Information provided by the mass media, especially repeatedly, may have a great effect on persons. This may change their behaviour for the better, a sign of empowerment and self-efficacy. o A free press is seen as a positive sign that democracy and, thereby, equity is being enhanced. Free press occurs where everyone has a right to express their views in the mass media as long as they do not commit acts of slander or libel. Despite the concentration of media ownership among privately owned media houses, gradual improvement of press freedom has been recognised in the Commonwealth Caribbean. However, there have been a few cases were freedom of press was not realised. For example, in 1996, Panday called for the removal of Guardian editor Jones Madeira from office for alleged bias. Madeira asked Panday to prove his allegations that the opposition was planning to destabilize the government. Madeira’s bosses then asked him to resign. Investigative reporting is seen as the hallmark of a free press although this is not common in the Caribbean. ENTERTAINMENT – Entertainment provides a source of relaxation, fun and laughter. In this way, the mass media can be seen as a source of recreation. In addition, the mass
media may be a superior way of delivering messages that are educative to society through comedy, memorable characters, props, drama, setting and local cultural content. CONSTRUCTION OF NATIONAL, REGIONAL AND DIASPORIC IDENTITY – The mass media helps to build a sense of national consciousness and loyalty. It facilitates the dissemination of important information to keep the public well informed about the government’s activities and issues of national importance. It also allows local culture and national heroes to be celebrated, thereby building a sense of belonging and a collective destiny. The diversity within the mass media makes it a force for equity and empowerment. Community radios serving small, often isolated, areas of a country help to bind their communities together and provide a sense of organisation. The Caribbean News Agency Radio of the Caribbean Media Corporation, and the Caribbean Broadcasting Union are yet to make a great impact in the form of regional mass media. PROMOTION OF CULTURAL EXPERIENCE AND EXCHANGE – The mass media provides a forum where the talents of musicians, singers, actors, novelists, artists and story-tellers can be showcased. It allows the entertainment industry to grow and for individual artists to gain fame and increased income. Through copyright agreements, they may also be able to earn loyalties. The foreign mass media also facilitates the sharing of the culture of northern countries with the Caribbean. Hollywood actors and singers are thus very famous in the Caribbean and their work well known and enjoyed. RESPONDING TO CULTURAL IMPERIALISM – Cultural products are continuously exported from the US to the Caribbean. Caribbean countries must fight this barrage of western culture with their own. News programmes should include both local and international segments, providing information in a non-biased way. Local music, talent shows, soap operas and television shows should also be promoted. PROMOTION AND DEFENCE OF RIGHTS AND CITIZENS – The numerous call-in talk shows on both radio and television focus on local issues and events. People are better informed by listening to or participating in these. The equal participation by all in complaining about public matters ensures a sense of equity and empowerment.
