EFFECTS OF MEDIA ON SOCEITY

There are two kinds of approaches regarding the effects of mass media
on society.
1. MECHANISTIC APPROACH
2. PSYCHOLOGICAL APPROACH

MECHANISTIC APPROACH
i)

This approach is based on the principle of what media do to

people.
This approach is the outcome of the theory Hypodermic
needle theory or Magic bullet theory.
The central idea of this approach / theory is that media have
direct immediate and potential effects on the individuals by
injecting information with the consciousness of the masses.

ii)
iii)

iv)

The audiences members are assumed as Silent Duck and

open to any sort of manipulation.

v)

It is basically a one way of communication. There is no

feedback system. The receivers get information without
question and interaction.

vi)

The theory argues that social organization failed to integrate

individual with the state control social system.

vii)

The theory assumed that clearly designed messages would

reach every individual and every one would perceive the
message in a same way.

viii) The theory is no more effective in this post modern / digital era
because it advocates one way flow of information.
PSYCHOLOGICAL APPROACH

i)

This approach is based on the principle of what people do

to media.

ii)

This approach advocates media effects in term of purpose

and function as controlled by the choice pattern of
individual.

iii)

The psychological approach is the outcome of the theory of

Uses and Gratification.

iv)

According to this theory media are required to fulfill

individual social and psychological needs.

v)

This approach is more audience-centred rather than source

dominated.

vi)

In other words it is the audiences who are on the driving

seat rather than the journalist in the media operation.

vii)

Dennis McQuail has identified four categories they gratify

social and psychological needs of individual.
I.
II.
III.
IV.

Surveillance
Personal relations
Personal identity
Diversion

SURRVEILANCE
The individual needs to find out what is going on around the
world. McQuail said that more an individual is informed
about his environment the more he is secured.
PERSONAL RELATIONSHIP
It means sense of belonging.
To find out what other people are doing in the society.
To get knowledge from the media so as to discuss it with
other people friend, relatives etc.
PERSONAL IDENTITY

 Personal identity refers to find out who we are, what we

like and how we compare with others.
To find out reinforcement for personal identification
Gaining insight is to ones self
DIVERSION
It means escapism from boredom, tension, anxiety etc
It is entertainment, relaxation, emotions release and
sexual arousals etc.
CRITICISM
Highly individualistic
It ignores the society context such as social
development.