THE ROLE OF THE MEDIA

In addition to the role of communication you have previously learned, there are several other unique roles for the media. UNESCO's book Many voices one world states:

1 Supervision

2 Interpretation

3 Correlation

4 Socialization



Supervision

Surveillance is the act of observing something in depth. The media performs that function on behalf of the subscriber. Examples include the collection of information that a person needs to know, the awareness of security information, and the representation of the media on behalf of social needs in disaster forecasting. People do not have an understanding of everything that is going on in the society, so the role of the media is to investigate and report on the changing society, politics and so on.



Interpretation

Another responsibility of the media is to explain the meaning of something on behalf of the recipient. Various events as well as information are constantly being publicized by the media. This includes explaining the true meaning of these, interpreting them as well as analyzing the information by getting social responses. Must have adequate knowledge before interpreting anything. It can even interpret one's experience. The media was responsible for covering the recent gallface attack and everything that happened in the country in parallel. The nature of the role of the media.



Correlation

Mass communication means building relationships between individuals and organizations. It is also essential to keep the society stable. Different conventions are formed and based on the relationship. It interprets information as well as interprets it. And there are a few things that are expected by the relationship.

• Socialization

• Building compromises

• Interpretation

• Demonstrate the importance of priorities

• Coordinating various activities



Socialization

Adaptation of a person to the society in which he lives can be called socialization. The media should also teach people how to adapt to society, present knowledge and values ​​about society, bring them closer to the people, and identify common challenges in society.

There are several ways in which a person is socialized

• Imitation

• Adaptation

• Role play



Impersonation is the act of attributing the character traits of certain ideal characters to those who are closely associated with and adopting his or her characteristics. Also, the role is played by one of the people he associates with.



There are many instances in which one becomes socialized.

• The family

• School

• Peer groups

• Information Technology Media

The responsibility of the media is to subject the individual to a proper socialization process, but it is questionable whether such a thing is being done by the media today.



In addition to the role of the media we have mentioned above, various scholars have also commented on the role of the media. Let us now consider some of these ideas

Mr. Harrell de Laswell has presented three roles in the nomenclature, namely

• Supervision

• Worldwide distribution of news

• Ability to shape audience opinion and ideas





Prof. Wilbur Shram has also presented three main roles played by the media.

1 The role of a defender

2 Role of a discussion forum

3 As the role of a teacher.



In addition to the above, there are many other functions that can be performed by the media, viz

1 Playing the role of a watchman in a democratic society

2 Helping to identify contemporary social consciousness

3 Contributing to the expansion of consumer taste

4 Becoming an information hub for the diffusion of innovation.

5 Utilization for cognitive development, etc.

Playing the role of a security guard in a democratic society.

What happens here is that people become aware of the various threats and challenges that may arise. Much of the focus here is on government activism. It is the responsibility of the media to control the impact of rulers' actions on society in general. However, this will only become a reality if the media agenda becomes a pro-people agenda. This can be understood by a closer look at how the media has played a role in the political and social changes that have taken place in Sri Lanka over the past few days.



Helping to identify contemporary social consciousness

It provides an insight into the different perspectives on society as well as new trends. Knowledge of customs, fashions, lifestyles, food etc. can be done through this.

Becoming an information hub for innovation diffusion

The purpose is to develop an understanding of new products. It is the responsibility of the media to make people aware of the new products and innovations that are emerging in the world.



Useful for cognitive development

The media has another responsibility to nurture society with knowledge. It can change the attitudes and behaviors of the people and this is also a factor in social development.