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Channels of Communication | 55

4. lulling the masses into political superficiality; and
5. suppressing creativity.

This is a very alarming list, and if the apparently innocent device in our living
rooms is actually guilty of such vicious influences, they should, of course, be
viewed carefully. On the other hand, advocates of opposite points of view tell
us that our newspapers, radios, and television sets are not insidious devices.
In fact, they are our faithful servants or even saviours in that they are:
1. exposing sin and corruption;
2. acting as guardians of precious free speech;

3. bringing at least some culture to millions;
4. providing harmless daily entertainment for the tried asses of the labour
free;
5. informing us of the world’s events; and

6. making more beautiful our standard of living by their unrelenting
insistence towards the purchase and consumption products to stimu-
late our economic institution.
If such claims are true, to reject such benefactors or even to suggest that their
content is uninspiring would appear to be premature.

The Functions of Mass Communication
The proof of usefulness of any idea, object, or process is its ability to satisfy
a need, partially or completely. Mass communications have the capacity to
perform many functions either individually or in conjunction. The immense
popularity of the medium testifies to the degree in which it performs these
functions. Its pervasive influence is a measure of the satisfaction derived by
its audience. Some of the most important functions are discussed in the fol-
lowing pages.

Entertainment

The mass media entertain in order to secure the attention of group of peo-
ple so that they may in turn sell their attention to advertisers. This seems
to be the major reason why mass communication exists. They exist so that
they may sell viewers to advertisers. In Western societies, if the media did
not entertain they would no longer have viewers and would quickly be out
of business. In countries like India, where the State supports the media to
a certain extent, the existence may not entirely be based on the advertise-
ment lobby. By entertainment is meant the diffusion of cultural and artis-
tic products through signs, symbols, sounds, and images, of drama, dance,

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