RELATIONSHIP BETWEEN

MASS MEDIA AND SOCIETY

B'f
IFEDAYO DARAMOLA

ABSTRACT
The paper examines the relationship between mass media and society from the
standpoint of the primary functions of mass communication postulated by pioneer
scholars in communication, Herrold Lasswell and Charles D. Wright. With hindsight
the paper says the mass media can serve both good and bad purposes in the society.
The paper backs up its claim with examples within and outside Nigeria.

There is hardly any society or postulated by Harold Lasswell (1948), a

sovereign state that can function political scientist and one of the pioneer
properly today without the news scholars in mass communication and
media. The news media are important Charles Wright (1960), another pioneer
because they help us keep up with scholar in mass communication
what is going on in the world. studies. Schramm simplified Lasswell's
Everywhere, news media inform the postulation as: 'watcher, forum and
public of important affairs, they teacher'. Indeed, there is hardly any
transmit government policies and society without its watchers; the
actions for the information of the primitive societies inclusive. The
people, they also provide information watchers survey the environment and
on which many readers form opinions. report on the threats and dangers as
Our daily newspaper reading well as on the good omens and
undoubtedly affects our attitudes, our opportunities. Such watchers may be
conduct, and even our fundamental the elders in the tribe who complain
moral value. As a matter of fact, news that the younger generation is showing
media have shaped culture, influenced less and less respect for elders or as
politics, played important roles in Rivers, et al (1971) would say, could be
business, and affected the daily lives of foreign correspondents who report
millions in the past centuries. The political tension in other countries. The
news media are useful; they are equally watchers therefore provide other
dysfunctional to the society. members with information and
The relationship between mass interpretation of events.
media and society can be examined On many occasions, Nigerian
from the point of view of the functions media have alerted the citizens and
of mass communication in every government of the dangers inherent in
society. These functions were a policy being pursued by government

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107 fFEDAYO DARAMOLA

or the dangers the actions of a group or types of stories were narrated and
a country could cause. One can recall songs of the past were recited to
vividly here the advice of the media of entertain and indirectly to socialize us
communication in Nigeria especially to the values, customs and rules of the
the print media to the danger inherent society.
in obtaining loan from the As time passed, the society
International Monetary Fund (IMF) in began to grow in size and civilization. In
1985 under the General Ibrahim 1859, the first newspaper was printed
Badamosi Babangida military regime. at Abeokuta, the current caoital of
Ogun State. The newspaper an'd those
The possible effects of the loan were
that followed began to serve as
published in various forms including
sentinels, scanning the society and
hard news, features and editorial to warning the populace of dangers
warn the government of the imminent. In 1932, the colonial
consequence of such action. Against masters brought radio to Nigeria and
the advice, the government obtained by 1959, the then Western Region
the loan. Today, we are all living government under its premier Chief
witnesses to the devaluation of Obafemi Awolowo (of his blessed
Nigeria's currency, inflation and some memory) brought television to Nigeria.
other negative effects. Nigeria has since The presence of these media of mass
then become a dumping ground for all communication changed the position
sorts of second hand goods. of things. Individuals no longer
Communication needs are performed the functions of surveillance
many. These needs have been there of the environment. The role and
since the period of our ancestors and militant standpoint taken by the press
they will continue to be there after us. during the colonial period attracted
Ever before the emergence of mass many people to her. It served as the eye,
media of communication in Nigeria, ear and mouth of the people and acted
there were elders who surveyed the as the forum for ventilating opinion. It
environment and reported dangers to molded the opinions of the people on
the king who, as the head of a given topical issues. The print media became
town, mobilized his strong men to so popular with the people that those
prepare for war or be at alert. As a who ran foul of the government laws,
result of this, there were many war when fined by the court, the public
contributed money to pay such fines.
heroes particularly in Yoru ba kingdom
Again, the information in the print
of that period. They included Ogun,
media were taken hook and sink by the
Ogedengbe, Fashola and the host of
public. The attitude of the public to
others. During this period there were
messages communicated by the print
town criers who passed the message
media became a matter that bothered
across to the entire town or village.
the then Governor-General, Lord
There were also storytellers and jesters Frederick Lugard to the extent that in
who functioned to entertain the people. one of the many letters to his wife in
When I was a toddler, I can remember England in 1913, he complained about
vividly that the elders in the family this matter. Surveillance refers to news
treated the rest of us (the young ones) and information role of the media.
to .folklore during moonlight. Different From 1859, the media have taken over

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108 IFEDAYO DARAMOLA

the role of sentinels and watchers. prices etc.

Correspondents within and outside One of the beauties of the
Nigeria, especially of the wire services modem media of mass communication
and media giants such as CNNgather especially, the electronics is that news
information for us that we couldn't get travels faster than imagined in the
by ourselves. Dominick (1996) says traditional setting. An event can be
this information is funneled back to relayed live almost simultaneously as it
mass media organizations that in turn is happening. A good example was the
produce radio or TV newscast or Persian Gulf War, which was relayed
newspapers or magazines. Today, live in 1990. The same thing happened
Nigeria has as many as 100 in 1998 when the Nigerian Head of
newspapers either as private, State State, General Sani Abacha died. In
government or Federal Government
less than 24 hours, the news had been
owned and each of the 36 States in
Nigeria has a radio and television broadcast, first by Channel television
stations. Added to these are foreign station in Lagos and later by others. As
stations such as CNN, BBC, Voice of mentioned earlier, the first function,
America and several others that one surveillance of the environment, refers
can tune to get news of importance to the information and news-providing
almost immediately. function of mass communication.
There is no gainsaying that the Events at the national and
role of surveillance being played today international scenes are beamed to us
can no longer be played by individuals on daily basis. In times of national
because of the size, population and the crises (a national drought, for example)
complexity of. modern Society. The one of the important functions of the
surveillance function has further been media is to inform people what is
divided into two (Dominick (supra). expected of them, thereby minimizing
There are warning or beware confusion and contributing to social
surveillance and instrumental order. The reporter's main duty is to
surveillance. Warning surveillance is inform us through a structured, clear
similar to the one postulated by Harold and concise straight news story,
Lasswell in 1948. This occurs when the starting with the who, what, when and
newspaper, radio or television inform where of an event and proceeding
us about imminent threats, erupting toward the end, placing factual details
volcano, drought or other disaster such in descending order of interest and
as the Tsunami flood disaster of importance. "He is to hold a mirror up
December, 2004; depressed economic to an event to show its surface". A few
conditions; possible attacks in the reporters also interpret news, explain
Bakkasssi Peninsula; insurgency and and clarify complex events. The
counter insurgency in the Niger Delta information function requires that the
area. Instrumental surveillance is media should provide a truthful,
concerned with the transmission of comprehensive and intelligent account
news and information that is beneficial of the day's events in a context, which
to the people such as news of new film gives them meaning. As information
or video in town, new fashion in vogue, media, radio and television are
new products, recipes, stock market primarily useful in signalizing events,

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 109 IFEDAYO DARAMOLA

making the immediate and usually 1996) whereas no such thing

sketchy reports that announce a happened. Objectivity cannot but be
happening. Newspapers place more crucified in journalism sometime
emphasis on information. Hence the especially when journalists refuse to
abundance of news stories, carry a story just because they are
interpretative articles and editorials, prevented for security reasons in times
photographs and other material in ofwar.
their content. Newspapers also advice, One would recall for example the
guide, persuade and influence their hullabaloo raised by the press during
readers by means of advertisements; the Persian war being discussed i.in
and editorials. 1991 that they were not allowed to flyin
This would not have been so if the bombing aeroplanes to see things
an individual would have to pass such for themselves, or accompany the
information across the length and soldiers to the theater of war to witness
breadth of the country. Much as news the war by themselves. They
travels faster in the mass media much complained of having to be briefed by
more than that of town crier or the military information bureau. At one
someone standing at the sentinel could time during the hostilities, the French
do for imminent dangers, many journalist threaten to boycott reporting
scholars including Joseph Dominick news from the war zone to their home
(supra) have discovered that the speed news media for the fact that they were
leads to problems. The problems take not allowed to see things for
the shape of inaccuracies and themselves. Whereas the journalist
distortions of news, because mass were prevented to witness the war base
communication relay information on the conventional law that when
without taking the pains to check their one's country is at war or its security is
facts as required by the code of conduct threatened one should bow to the will of
ofjoumalism. Misrepresentation in the national interest (Egbon, 1995).
news is often the result of hasty Another consequence of the
reporting or misinformation. Yet, such news coverage by the mass media is
well intentioned stories can quickly that the world has grown too big that no
spread serious falsehood. On the other single person can watch or survey it.
hand, sometimes effort to misinform We therefore rely on the mass media to
are deliberate, as was true in Nazi relay information to us. Unfortunately,
Germany when lies were spread about however, there is no opportunity to
people of certain races and religion. In verify the information by ourselves,
the Persian Gulf war of 1990, a lot of thus we take for granted what is read in
'~, inaccurate report were broadcast. For the newspaper, heard over the air and
example, it was reported that Iraqi cud seen on the screen without bothering
missiles, which contained nerve gas, about the veracity and authenticity of
had attacked Israel whereas no such such reports. For instance, human
attack had occurred. Another report beings were allegedly reported to have
said that Israel had mounted a walked on the moon. Millions saw it on
retaliatory raid against Iraq (Dominick, TV but not many saw it in person but

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110 IFEDAYO DARAMOLA

we took the word of network as a fact. Easterners to flee the North and South
Most of the time we go through other West for their home land for possible
people to confirm information read in reprisal attack, the irony of it is that
the newspaper or heard over television many of the people perished in
and radio. Since it is difficult to verify automobile accident on their way.
the news we read, hear or see on TV,we More needless anxiety was
rely on what others tell us. This goes to created in 2002 when the media
confirm the importance of the two step publicized the emergence of a killer
flow theory and n-step flow theory of disease in China, Severe Acute
communication wherein people rely on Respiratory Syndrome (SARS)and its
opinion leaders for information and spread to other nations of the world.
opinion leaders also have opinion Figure of victims were inflated and the
leaders whom they rely on for news was carried as if the disease
information. Beside this, the issues of originated in Nigeria or has caught up
credibility is also in question when we with all Nigerians. This news created a
are talking about mass media in our lot of anxiety and sleepless night for
society as a whole. We have to put many Nigerians. On November 16,
certain amount of trust in the media 2002, ThisDay, a Nigerian newspaper
that do our surveillance. This trust published on page 50 of the edition a
determines which medium people find story that infuriated the muslim
the most believable. Prior to the community in Kaduna, Northern
inauguration of Alhaji Shehu Shagari's Nigeria concerning the upcoming Miss
democratic government in Nigeria in World beauty contest in Abuja. The
1979, news story was a prologue to a cover
many people held Daily Times credible story which linked the Holy Prophet
and took whatever they read for Mohammed to the contest. Also,
granted. cannot but remember a press war
The newspaper began to lose fought on the pages of the newspaper
credibility when reader noted that its before the actual physical firing of the
stories were being slanted to favour first shot, which precipitated Nigeria's
government. civilwar, between 1967-1970.
Historians equally say
On the dysfunctional side, newspapers have instigated,
media surveillance can result in supported, and justified wars. they cite
needless anxiety. In 1992,the Nigeria the 1870-71 FrancoPrussian war, the
media reported a likely breakup of the Spanish America war of 1898, and the
country followingthe annulment of the Vietnam war of 1955-75. Many
presidential election believed to have businessmen, scientists,
been won by Social Democratic Party entertainment stars, and politicians
candidate, Chief M.K.O. Abiola of have come to grief over a scandal
Yoruba tribe. The print media coined publicized in newspaper. In the famed
many words and beat drums of war. Watergate scandal of the mid-1970's,
The fear created then led many people investigative journalism set off a series
of other tribes particularly the of events that forced U.S President

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111 1FEDAYO DARAMOLA

Richard M. Nixon to resign. Yes, for largest maker of cellular phones,

good or for bad, the press can be a dropped considerably in the wake of the
mighty power to reckon with. Beside, in scare {Dominick(supra)}.
the year 2004, media publicity given to However, journalists must
Indomie Instant Noodles that the contend with unreliable news sources.
product killed a customer, Mr Oluyemi At times, hoaxes are fed to the press. In
Moritiwon who ate it late night nearly 1999, a prankster planted a fake news
sent the manufacturers of the product, story about "a cemetery amusement
De-United Foods Industry Limited park," backing it up with an eye-
parking from Nigeria. The report was catching Web site of a phony
over bloated that it created anxiety and development company and a phone line
panic in parents especially those with for interviews, which the deceiver used
children in boarding schools. Many to pose as a company spokesman. The
parents had to travel very far to warn Associated Press wire service failed to
their children against eating or buying detect the ruse, whereupon many daily
the products. The National Agency for papers in the United States carried the
Food, Drugs Administration and story. The secret of successful hoaxes
Control (NAFDAC)closed down the two is said to be "a provocative story with
factories of the company in Nigeria, one great visuals that's outrageous yet
at Ota Ogun State and the other at plausible."
Choba in Portharcourt, Rivers State. The media can also raise false
The Special Adviser to the president on hopes. Sometimes in the year 2003, it
Manufacturing and Private Sector was widely reported that, a possible
Alhaji Ahmed Abdukadir visited one of cure for AIDS had been discovered in
the factories at Choba Portharcourt for Nigeria. A Nigerian medical doctor, Dr.
inspection. It was discovered after Jeremiah Abalaka was said to have
investigation and laboratory test that developed a curative drug. The news
the product did not cover all the media gave so much publicity to this
manufactured Indomie but the batch story, which had given many Nigerians
that was produced within a particular succour and hope of a cure to the
month. The factories were later re- dreaded disease. The Federal
opened. But the Nigerian media did not Government later debunked the claim
consider the impact of such reports. as lacking scientific proof.
On the international scene, in The Mass media are supposed to
1993, the media publicized the charges report facts but many times, the media
ofa man who sued two cellular phone engage in rumour mongering and
companies because he claimed that gossiping. A case in point was the
cellular phone use caused brain rumour in many Nigerian soft
cancer. The publicity frightened the magazines before the death of Chief
several millions of people using mobile (Mrs.) Stella Obasanjo, wife of the
phones even though there was no president that she did not have a child
scientific proof. Many subscribers or that the only child she had was an
besieged the manufacturers with imbecile. Nigerians got to know the
questions. The stock of Mo torola, the truth during the death and funeral of

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the first lady (October 23-27, 2005) extra-judicial killings by the force in
when her child appeared handsomely Abuja in July 2005. The deceased were
on the screen and spoke intelligently at immediately turned heroes by the
the federal executive council meeting. media. The various examples above are
Another interesting aspect of a testimony to the power of the press to
mass media in the society is the build or tear the society apart.
assumption that mass media do and
can make a less important person INTERPRETATION
'become important by constant On Lasswell's correlation
coverage of such a person. A theory was function, the mass media select and
developed around this claim. In mass interpret information about the
communication, we call this status environment. The mass media do not
conferral theory meaning that the supply just facts and data but provide
media can make a person a celebrity. detailed analysis on information
The audience also believes that if one already relayed. The mass- media
really matters in the society, he will be a provide information on the ultimate
focus of mass media attention. As a meaning and significance of those
result of this, many individuals and events. Interpretation, comment and
groups go to extreme measures to get opinion functions are performed by the
media coverage for themselves and mass media through articles,
their causes so that this status- editorials, features, and cartoons, to
conferral effect will occur. This is shed more light on issues and
exactly what politicians and aspiring discussion on radio and television
political candidates do in Nigeria. Prior about political, economic or social
to election, politicians look for media events. Our attitudes and opinions
men to launch them into limelight. about political figures, for instance are
Many of these people are unaware of often influenced by the impression we
the power of the media to build and receive from the mass media. The
"'ae'stroy, to make and unmake people. media serve as a forum for the
The Nigerian media made General exchange of comment and criticism of
Ibrahim Babangida (1985-1993), common carriers in the reaction of
former military president of Nigeria public discussion on the few stories
popular. In 1993, when the general carried among several selected by the
appeared to be vacillating on the gate keepers in the mass media. The
handing over plan to a democratically interpretative function is done to add to
elected government, the media began a the repertoire of knowledge of readers,
campaign of calumny against him. He listeners and viewers. Thus,
was no longer the fine IBB of yester columnists and newsmen use the
years, he immediately became to the opportunity to explain why events
media, an evil genius and dictator. occurred and what facts meant. Apart
Media can also confer status on dead from straight jacket news in
persons. A good example was the six newspapers and magazines, a great
Igbo traders believed to have been deal of information in the print media is
murdered by the police in one of the devoted to interpretation. They clarify,

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113 IFEDAYO DARAMOLA

explain and place facts in a meaningful political conventions and elections,

context. As a matter of fact these are commentators are on hand to interpret
the raisons d'etre of thousands of for us the meaning behind what is
articles and editorials in newspapers going on. After the annulment of the
and magazines. Magazine's 1993 presidential election, radio and
interpretative function is greater. television stations in Nigeria brought in
Magazines place events in a national scores of experts to analyze the
perspective. Magazines are chiefly consequence of the action of the
devoted to fleshing out the information government. In Lagos (Nigeria) Ray
and carefully analyzing stories treated Power radio and AIT television (both
in passing in the broadcast media and private stations) are noted for always
newspaper. Because of the wide- consulting experts to shed light on
spaced deadlines to fashion articles, topical issues as part of interpretative
magazine writers are able to interpret function for further discussion on
events in the best way possible. The government policies in a programme
long periods that go into the writing of popularly known as KAKAAKl. Beside
magazine articles afford it opportunity editorials and articles, editorial
to perform interpretative function. cartoons are another popular means of
As earlier mentioned, interpreting issues. The Punch, a
interpretation is not confined to Nigerian front line newspaper is
editorials. Articles devoted to analysis famous for its Omoba cartoon, which
of the causes behind a particular event comes out daily with enlightening
or a discussion of implications of a new cartoon on topical issues. Same goes
government policy are examples of the for other Nigerian newspapers. Some
interpretation function. On many media also employ critics to rate motion
occasions the government has pictures, films, books, and records.
increased the price of gasoline (petrol) Some newspapers and magazines
in Nigeria. On each occasion there has review restaurants, cars, architecture
been national strike called by the and even religious services. Campaign
Nigeria Labour Congress (NLC). The managers and public relations
mass media have not stopped to shed campaigners work towards garnering
light on the increase of fuel to make favourable interpretation either for
government realize the impact of such their candidate or a product.
increase on the cost of living
particularly transportation, prices of CONSEQUENCE OF
food, house rent and consumption. INTERPRETATIVE FUNCTION OF
When the president or a state governor MEDIA
makes a state broadcast, One positive function of interpretative
commentators either in the form of function of mass media is that the
scholars or public commentators are individual is exposed to a large number
called to comment and shed more light of different points of view, probably far
on what the president 'said' or the more than he or she could come in
governor really meant! At special contact with, through personal
events such as sporting activity, channels. As a result, a person can

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evaluate all sides of an issue before colonial Governor- General, Lord

taking position. Additionally, the media Lugard in 1913, had long identified this
make available to the individual a wide as the problem of Nigerian readers. It is
range of expertise that he or she might still the same thing today. At many
not have access to through newsstands, it is common to see a
in terpersonal channel. At the group of free readers debating topical
inauguration of the National Political issues, citing what one mass medium
Reform Conference held in Nigeria or the other has carried on the issue as
between February and April 2005 the the basis of argument. Anyone with
broadcast media held so many contrary view outside what the medium
discussion programmes on the publishes is not respected or
national question in Nigeria. Different considered not to be abreast with issue
type of experts such as political ofthe moment.
scientists, economists, sociologists,
communication specialists, LINKAGE
geographers, war veterans and One function that the mass
politicians were brought together to media perform today is linkage
further enlighten the public on the function. By linkage, the mass media
issue at stake. A negative aspect of this are able to join together by
function is that any criticism, of an interpersonal channels different
individual, organization, or group may elements of society that are not directly
also affect the views of others about the connected. One of these is the mass
media or mass medium involved. advertising "attempts to link the needs
Sometimes in the year 2004, the police of buyers with the products of sellers".
discovered a shrine in Okija, a town in Legislators in Abuja read newspapers
Anambra State (Nigeria)where human and tune to local radio stations to know
beings were sacrificed to a deity. The the feelings of their constituencies and
news was regularly splashed on the share in their feelings. Before the year
pages of newspapers that it became 2003 presidential election, one of the
agenda of discussion for a long time. budgetary allocations passed by
Notwithstanding the enormity of this members of that National Assembly
act, people of Igbo extraction in the was constituency project. The
Eastern part of Nigeria began to view president was initially reluctant but he
the media publicity as people who did was later forced to dance to the tune of
not understand the culture of Igbo parliamentarians after several months
people and for that stigmatized the of face-off between the legislature and
media as south west media. Another the executive. Voters, in turn, learned
serious negative aspect of the about the effort being made in the year
interpretative function is that an 2002 by members of House of
individual may find it difficult to form Representatives under the leadership
his own opinion on any issue. Where of Alhaji Ghali Na'aba, the radical
such a person relies heavily on media speaker of the House to impeach the
messages, he or she soon loses his or president through newspapers, TVand
her critical thinking ability. Our radio. Effort by the defunct Comet

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newspaper in Nigeria to raise money for Relictnet, a site that links potential
the Tsunami 2004 survivors in Asia in charitable donors to charitable
January 2005 is another example of organizations looking for help. There
this linkage function. The needs of the are other sites that can link interested
survivors of the wave matched with the subscribers to concert and
desires of others who wished to see the entertainers. The mass media can also
homeless survivors back to normal create new social groups by linking
condition. Dominick has also identified members of society that were not
another linkage, which he says occurs previously recognized with others that
when geographically separated groups have similar interests. Dominick says
that share a common interest are this is "public-making" ability of the
linked by the media. He cites the mass media. In the movie network, for
outbreak of hostilities in the Persian example, renowned newscaster,
Gulf in 1990 as a good example. He Howard Beal was cited as urging people
says media coverage of the war linked to stand up for their rights by shouting.
together a whole world concerned The people responded to the call by
about the safety of their friends and throwing open their windows and
relatives in the armed forces. Media shouting throughout the night.
usage, says Dominick, reached record Subsequently, an organized "I 'm-not-
levels during the war as people turned going-to-take-it -any-more" movement
to TV, radio, newspapers, and grew out of the protest. Thus, a new
magazines to read and hear about the group has been formed, with the media
latest war news. The same thing as linkage (Dominick, 1996). Similarly,
happened towards the end ofyear 2004 the media in Nigeria were instrumental
when Nigerian newspapers began to to the formation of many social right
carry reports of deliberate killing of movements at the wake of the
people in the Darfur region in Sudan. annulment of 1993 presidential
The news reports linked Nigeria to the election in Nigeria.
region to the extent that Nigerians The linkage function of the
began to call for end to the genocide. media is also noted at another level.
The call of the media attracted Certain fashion or dresses put on by
President Olusegun Obasanjo, who people are done to advertise feelings so
incidentally was the chairman of that others with similar concerns might
African Union (AU). The president 'link up' with them. People who wear T-
brokered peace and got the matter shirts and ladies who wear trousers,
resolved in a round table. mini skirts, 'jumper', 'body hog' are
The various message boards on believed to have copied this style of
the Internet or commercial online dressing from foreign films watched on
companies such as America online and television. Such ladies have been
Prodigy have all served the purpose of 'linked up' by the media.
linkage. Interested members could One positive consequence of the
open the Internet, and also leave linkage function is that societal groups
message for others to see. One of such can be mobilized quickly. But again, it
boards as noted by Dominick is has negative impact. In 1983, Ondo

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State radio was used to incite the Harold Adams Innis. Communication
people against the election result that systems make for stability, since they
nullified the incumbent governor. The always tend to purvey the values and
protest match led to killings, arson and beliefs of the society in which they
destruction of life and properties of operate. Media content in Nigeria as in
political opponents in Akure, the state the United States is coloured by
capital and elsewhere. Similarly, traditional values. On the other hand,
persons with anti social interests can communication systems also bring
be linked easily. Women and girls of about change, since they are one
antisocial interests on television copied means by which the existing order is
the type of dressing mentioned earlier, challenged. Thus, on the one hand,
which is in vogue in Nigeria today. they tend to maintain the status quo, on
Some ladies are almost appearing the other hand, they disrupt it.
naked and some are known to have Just as the media can be
enticed men with this type of dress. At a compared to the council of chiefs,
point, right-thinking members of the elders council in the village
society began to criticize the mode of environment, so it can be compared to
dressing. Many institutions of higher the institutions of home, church and
learning had to design a code of school in its task as a teacher. This role
dressing to stop the debasement of is the socialization function in which an
societal value. Media attention to individual comes to adopt the
violent films, terrorists, and other behaviour and values of a group. The
extremist groups might prompt others mass media present portrayals of our
in the same direction, too. society, and by watching, listening, and
reading, we learn how people are
TRANSMISSION OF CULTURAL supposed to act and what values are
HERITAGE important and permissive. Most of the
Lasswell (1948) has noted that time the mass media, especially
one of the functions of mass television, show men and women who
communication is the transmission of dress in the local attire, appearing
cultural heritage from one generation decent, cheerful and colourful.
to the next. This refers to the media's Sometimes certain drama may be
ability to communicate norms, rules shown where children clearly
and values of a society. The media demonstrate that they have etiquette in
provide cultural guidelines and help form of greetings, and the way they
teach the citizens of a society how to attend to visitors, elders and the type of
live, how to behave and what is dressing they put on. In the primitive
expected of them through various age, there were storytellers, and singers
programmes that are put before the who taught societal values, customs,
public (Egbon, 1995). As a teacher, mores and norms. But today, the mass
society uses the mass media to pass the media are the equivalents of the
social heritage. Indeed communication storytellers and singers who were the
systems are a force for bringing about earliest media of information and
cultural change as pointed out by entertainers. Television, in particular,

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is a critical force in the socialization of characters in prime-time TV as

children in most societies. This is more housewife and law enforcement
so in the United States, Canada, officers. No other occupation came
Britain and other advanced countries close to these two in frequency of
where children spend more time portrayal. If she had no other sources of
watching television than schooling. countervailing information, a girl
Schafer and Lamm (1997) have noted growing up in the subsequent decades
that apart from sleeping, watching might have been socialized into
television is the most time-consuming believing that the two career choices
activity of young people in the United available when she grew up were to get
States ofAmerica. married or to become a cop [Dominick
Mass media transact values by (supra) j. In Nigeria, television shows
enforcing social norms. Media coverage such as family 'Ile-Alaua meaning
can ensure that acceptable values of 'Good home' is one of the programmes
the society are highlighted and upheld that promote values such as etiquette
by what they choose to emphasize. Not and family harmony. Many children's
quite long, a mass medium showed a programmes are also designed to
marriage ceremony held in a church encourage behaviours, which are
where the church minister protested considered appropriate in a given
the way and manner the bride dressed society. The media are educational
to the altar half-naked and warned that instruments, perhaps the most
such so-called civilized way of dressing powerful one we have. Though there is
will not be condoned in the house of divergent opinion about the matter but
God. This is in consonance with the the media meet this requirement quite
beliefthat the media present and clarify naturally. In general, most news
the goals and values of society. As a columns, editorial pages, magazine
result of wide exposure to television by articles, films, radio and television
children, several authors and scholars shows and feature, films tend to
have warned of possible dysfunctions support and reinforce the accepted
that might result if television becomes goals and values of the society.
the most important channel of However, in countries like United
socialization. Violent acts of children States of America, questions have been
have been attributed to violent films, raised as to how much should the
movies and programmes watched on media concern itself with the private
television. There is the belief that such life of people. Dominick reported that
films depicting violence could prompt when newspapers reporters kept
youngsters to want to believe that what presidential primary candidate Gary
they watched on the 'tube' is real. In Hart under surveillance and revealed
1985, the government of General his relationship with a young woman,
Muhammed Buhari banned foreign questions were raised about how much
films that tended toward violence on of a politician's private life should be
the Nigerian television stations. open to scrutiny. Same happened over
During the 1970's the media media reports concerning the private
was always showing leading female life of Virginia Senator Charles Robb

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118 IFEDAYO DARAMOLA

(1991-1992) and again in 1993 over Newspapers and magazines are more
media reports of sexual indiscretions informative in nature. Magazines are
on the part of President Bill Clinton of more into serious information. Movie
USA when he was still governor of making and broadcasting are
Arkansas. These allegations of sexual commonly referred to as entertainment
indiscretions will not mean anything in industries, amusing the public is their
the Nigerian society because it is part of acknowledged primary function.
our culture to marry more than one Through entertainment the media are
wife. For president of a country like capable of creating folk heroes.
Nigeria to show interest in a girl many Although many of the media stations
families would wish to offer their have been blamed for being parasitic in
daughters to the president as wives, if the sense that whatever succeeds in on
he so wish. medium is often taken over by others
e.g. Superstory which is being aired by
ENTERTAINMENT almost all television stations in Nigeria
The entertainment function now. Entertainment also has a
according to Wright (1960) refers to the powerful appeal; majority of the
"communicative acts primarily broadcast audience expects television
intended for amusement irrespective of and radio to entertain. Entertainment
any instrumental effects they might is necessary to provide the relief to
have". It refers to the media's ability to enable human beings to face the
present messages that provide demands of life in general. People need
escapism and relaxation. Apart from to relax. Television is a medium of
information and news-providing escape.
function of mass communication Some observers believe that
among other things, the media in any media entertainment offers a safety
society serves the purpose, which the valve for "pantry aggressions and
storytellers and jesters of yester years aberrant impulses" and consequently
perform. Motion pictures, sound performs a useful social function.
recording and some books are devoted Others yet believe that comic books will
primarily to entertainment. Similarly, serve the emotional needs of children.
newspapers include comics, word It has equally been argued by other
puzzles, games, advice, gossip, researchers that entertainment has
humour and general entertainment persuasive powers. It is believed that
feature in their content to amuse entertainment can influence the minds
readers or to task the brain of readers of men and this is the major reason for
in solving crossword puzzles. censorship fear. There is great fear that
Television ranks the highest in terms of entertainment could lead to corruption
entertainment media. In the evening, of mind at least going by the violent
television entertains viewers with films on the television. Many also
drama, play, films with which one is believe that entertainment on the
able to relax the tension of the day. media threatens allegiance to the state,
Some of these dramas entertain as well corrupt morals and disables the
as teach new value system. natural good taste of the public. Radio

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119 IFEDAYO DARAMOLA

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