FUNCTIONS OF THE MEDIA

FUNCTIONS OF THE MASS MEDIA

POLITICAL FUNCTION


Mediator

Mouthpiece

Watchdog/Surveillance

Criticize

Historical Records

Agenda Setters

Propagandist

ECONOMIC FUNCTION

Development

Employment

SOCIAL FUNCTION

Inform

Publicity/Exposure

Cultural Integration

Entertainment

Cultural Awareness

Agents of Change

Mobilizer

THE MULTI-STEP FLOW THEORY OF COMMUNICTION

The multi-step flow theory of communication came about as a result of the two-step flow's inadequacy to describe the flow of learning.

According to Lazarsfeld and Katz,mass media information is channeled to the masses through opinion leadership.

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