The Role of Mass Media in Bhutan: Accessibility, Influence and its Impacts

Lhamo T Oyama T
2015 Journal of Mass Communication and Journalism  
Wright in 1975 stated the major functions of mass media as the investigation of news, finding correlations, the transmission of culture, entertainment, and mobilization. However, he also stated that, there are underlying functions accompanying each of these. The underlying function of investigation is that the media provides news and data. Correlation means that the media displays the data to us after they have selected, translated, and interpreted it. The social transmission of culture implies
more » ... that the media portrays our beliefs, norms and values. Media likewise entertain us in our leisure time and provides a respite from our everyday schedules. Mobilization is how the media function to promote societal interest, especially during crises [4] . Subsequently, McQuail in 1979, put forward five functions of the media., First, they can draw attention to problems, solutions, and higher authority;, secondly, they can confer status and rightfulness;, thirdly, they can persuade and influence execution;, fourthly, they can help organize groups and maintain them; and fifth, they are a means of bringing psychic rewards and fulfillment [5] . There is an ongoing attempt to integrate various approaches to understand the effect of the mass media in society, but for Bhutan we have yet to determine the underlying functions of mass media. With economic development, the media have produced a much more networked and horizontally connected society, as opposed to the vertically connected society of a decade ago [6] . Jurgen Habermas in his sociological theory explains that the mass media are controlled by political and economic forces to manipulate
doi:10.4172/2165-7912.1000266 fatcat:m2dlijlj7rcgpaq3rtbpbn2dl4