The Six Political Functions of Media Essay - 956 Words

Media plays a crucial role in the dissemination of information from the power-elites to the masses in the United States. Americans today consume news information largely through the use of television, and to a lesser extent newspapers and radio. Those who control the information presented in these mediums enjoy a wealth of influence in relation to the political and social values of ordinary Americans. Elites within the industry accomplish their mission of political and social influence by utilizing the six political functions of mass media; news making, interpretation, socialization, persuasion, agenda setting and framing. â€Å"News making is deciding what and who are newsworthy and allocating precious television time and newspaper space†¦show more content†¦The decision-makers in the media use interpretation to â€Å"provide the masses with explanations and meanings for events and personalities.† (Dye Zeigler, p. 127) Interpretation allows the media to focus on the portion of a story that they find most important, often leaving out other details they find unnecessary or damaging to their message. While watching CNN, a network most Americans would agree is leans left, one would expect to see President Obama shown in a favorable light. A headline on CNN may read; â€Å"Obama Administration Takes Steps Forward on Iraq War.† This headline would be used to make it seem as though President Obama and his administration are making progress in Iraq. At the same time right leaning Fox News might run the headline; â€Å"Obama Failing In Iraq.† A headline such as this is chosen to make Obama look as though he doesnt have the leadership ability to serve as the Commander in Chief. The decision makers in media know who their audience is and will interpret news stories to fit their viewers political affiliations. Elites express their â€Å"preferred political norms and values† with the utilization of socialization in mass media. (127) Media is able to introduce new ideas and attitudes to the masses in a quick and efficient manner. A great example of media socialization in America is the overall attitude towards gays. Thirty years ago being gay was mostly kept secret and hardly spoken of in the media. 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