They are important tools in disseminating information; they make possible communication exchange and spread of knowledge which are vital as far as societies and cultures are concerned.
Societal goals are nurtured and made a reality through mass media in the modern context. Thornton point put, media extend “people’s ability to communicate, to speak to others far away, to hear messages, and to see images that would be unavailable without media”.
It is taught by leading academics, including Professor Charlie Beckett who was an award-winning senior journalist with the BBC and who runs the LSE’s international journalism think-tank, Polis.
Every day there will a lecture by a senior academic who teaches the LSE’s post-graduate media and communications courses.
Marshall Mc Luhan has rightly called media “extensions of man”. In earliest times, when the mass media did not exist as they do now, there were various mediums, especially of oral communication that served the same kind of purpose.
But those mediums were restricted in approach and narrow in scope. When talking about the role of the mass media, it has to be borne in mind that the mass media do not operate in isolation.Evidence of achieving these three tiers of objectives is useful in evaluating the effectiveness of mass media.Therefore, mass media perform certain key functions in society and in the context of preservation and development of cultures: entertaining and educating, shaping public relations, and advocating for a particular policy or point of view.Intermediate-term objectives include all of the above, as well as changes in attitudes, behaviours, and perceptions of social norms.Finally, long-term objectives incorporate all of the aforementioned tasks, in addition to focused restructuring of perceived social norms, and maintenance of behaviour change.We live in a world where information is an increasingly critical resource.The news media play a crucial role in the production and dissemination of that information.They operate in societies and for societies; and all societies have their own cultures or, increasingly in modern times, are multicultural, with a variety of cultures, ethnicities and trends.So the mass media that are evolving and their functioning are much more complex today than ever before.Most of people can't do without a newspaper in the underground or during the lunch break.TV also dominates the life of the family most of the time. The radio is turned on most of the time, creating a permanent background noise.