FUNCTIONS OF MEDIA

1. Media act as channels of information and knowledge through which citizens communicate with each other and make informed decisions.

This means that media play a vital role in the public’s knowledge formation and decision-making. It is important for media not only to provide information, but also to provide information that is comprehensive, multi - faceted, and diverse.

2. Media facilitate informed debates between diverse social actors.

In relation to providing diverse and multi - faceted information, the media also function as avenues through which different sides of debates can be expressed. The media must provide their audience with multiple perspectives, for by hearing out all perspectives, it will be possible for us to form sound opinions about matters of personal or public concern.

3. Media provides us with much of what we learn about the world beyond our immediate experience.

It is the function of media to provide us with information that go beyond this, so that we can be more conscious of our own actions and aware of how the world around us is evolving. Since countries all over the world are now interconnected socially, politically, and economically, issues that used to be only of national concern now have a mere global impact.

4. Media are means by which a society learns about itself and builds a sense of community.

Media aid us in imagining that we are a part of a community and are part of a nation. Without media, it would be difficult for us to understand that we are part of something bigger than our immediate surroundings and personal experience. Without media, we would not have a nation.

5. Media function as a watchdog of government in all its forms, promoting transparency in public life and public scrutiny of those with power through exposing corruption, maladministration, and corporate wrong-doing.

Media are widely known as the fourth estate, which means that they are the watchdogs of the people, constantly vigilant towards the government and informing its people about issues of national concern. It is a watchdog in the sense that is upholds democracy and protects the rights of all citizens.

6. Media are essential facilitators of democratic processes and one of the guarantors of free and fair elections.

         As media play a vital role in upholding democracy, they also function as watchdogs during elections, making sure that no anomaly occurs and that the election process goes smoothly. However, it is also worth noting that political candidates also make use of media for publicity and promotion, and that the issue of biased reporting has been brought to attention because of this.

7. Media are a vehicle for cultural expression and cultural cohesion within and between nations.

          Media for a huge part of our identity and culture formation. They create narratives that help us perceive who we are as a nation and as a community by providing a sense of commonality.

8. Media function as an advocate and social actor in its own right while respecting pluralistic values.

       Media can choose a message or an advocacy, but it must not fail to show the multiple perspectives involved. In short, media can uphold certain values or beliefs. They may do so as long as they respect all sides and not filter or distort information in order to reinforce their own ideas.