Functional Theory

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FUNCTIONALISMTHE NATURE AND FUNCTIONOF MASS COMMUNICATIONCharles Robert WrightDolores, Czarina Clare de LeonQuiamco, JhadeRemolacio, Denisse Jane SareVillanueva, Jerome Pagapulangan

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REPORT OUTLINETHE ESSENCE AND ANALYSIS OF FUNCTIONALISMII. THE AUTHORS BACKGROUNDIII. THE CONTEXT OF THE ARTICLE

REPORT OUTLINEIV. RECENT STUDIES TO UPDATE THE ARTICLE V. FUNCTIONALISM IN THE PHILIPPINECONTEXT

THE ESSENCE AND ANALYSIS OF FUNCTIONALISM

FUNCTIONALISMTHE ESSENCE AND ANALYSIS OF FUNCTIONALISM

THEORISTS: Harold Laswell and Charles Wright

DATE: 1948, 1960

PRIMARY ARTICLES: Laswell, H (1948). The structure and function of communication and society: The communication of ideas. New York: Institute for Religious and Social Studies, 203-243. Wright, W. R. (1960). Functional analysis and mass communication. Public Opinion Quarterly,(24), 610-613.


Functionalism describes society as a self-regulating system made up of interdependent parts functioning together to generate stability and social order. This system is composed of various social institutions as religion, the family, economic system, politics, and others which function to maintain society in a state of harmonious balance or equilibrium.

THE ESSENCE AND ANALYSIS OF FUNCTIONALISM


METATHEORETICAL ASSUMPTIONS

Ontological Assumptions

Epistemological Assumptions

Axiological Assumptions



Ontological Assumptions:

This theory assumes that humans have a certain amount of free will. They can use mass communication for any variety of functions but they have to use it for something. Humans can make a choice in what to watch for any variety of reasons even if it is just for noise.



Epistemological Assumptions:

The knowledge is universal and it is one truth that mass communication functions as a part of our society. It is a main source of surveillance, entertainment, correlation, transmission, and mobilization(McQuial - 1987).



Axiological Assumptions:

This theory is objective and value-neutral. It does not matter what person is going to watch the television because everyone watches it for a reason.


Scientific Theory

ANALYSIS

Explanatory Power:It explains our society's use for media and mass communication.


Predictive Power:

ANALYSIS

Parsimony:It predicts that people will use the media for specific functions.

It is simple because the audience has a need and the media fulfills that need.


Falsifiability:

ANALYSIS

Internal ConsistencyThe theory could be proved false should the media become dysfunctional or nonfunctional.

The theory makes sense in that there are several functions of the media and they are not in conflict with one another. Some people can use the media for more than one function at different times.


Heuristic Provocativeness

ANALYSIS

Organizing Power:Is there a way that the media is dysfunctional? Does the media serve the same functions now as it did 30 years ago?

We know that human beings have needs so we look for ways to fill those needs. This theory organizes how the media fits in to this equation.

AUTHORS BACKGROUND

Charles R. Wright His interest in the sociology of mass communication is reflected in his early paperback, Mass Communication: A Sociological Perspective and in Communication 628.

Professor Emeritus of Communication and Sociology, joined the faculty of the Annenberg School of Communication in 1969.

he was also a Professor of Sociology at UCLA.

II. AUTHORSBACKGROUND

Charles R. Wright He also has taught at Columbia University, where he did research with Columbias Bureau of Applied Social Research. Before joining Penn he served as Program Director in Sociology and Social Psychology at the National Science Foundation, Washington, D. C.

His undergraduate work was in social science at Columbia College.

He later earned an MA and Ph. D. in sociology from Columbia University, where he studied with Herbert H. Hyman, Paul F. Lazarsfeld, Robert K. Merton, and others in sociology and social psychology.

II. AUTHORSBACKGROUND

THECONTEXT

Communication is the process of transmitting meaning between individuals. For human beings the process is both fundamental and vital

FUNDAMENTAL - founded on mans capacity to transmit his intentions, desires, feelings, knowledge, and experience from person to person.

VITAL enhances the individuals chances for its survivalIII. THE CONTEXTOF THE ARTICLE

Mass Communication is a special kind of communication involving distinctive operating conditions, primary among which are the nature of the audience, of the communication experience, and of the communicator.III. THE CONTEXTOF THE ARTICLE

NATURE OF MASS COMMUNICATIONNATURE OF COMMUNICATION EXPERIENCENATURE OF THE AUDIENCENATURE OF COMMUNICATORIII. THE CONTEXTOF THE ARTICLE

NATURE OF THE AUDIENCEMass Communication is directed toward a relatively large, heterogenous and anonymous audienceExceptions: messages addressed to specific individuals like letters, telephone calls, telegrams, etc.

LARGE any audience exposed during a short period of time and of such a size that the communicator couldnt interact with its members face-to-face basis.HETEROGENOUS aggregation of individuals occupying a variety of positions within the society except exclusive audience or elite.ANONYMITY the individual audience members generally remain personally unknown to the communicator.III. THE CONTEXTOF THE ARTICLE

NATURE OF COMMUNICATION EXPERIENCEMass Communications are characterized as public, rapid and transient.

PUBLIC the messages are addressed to no one in particular, their content is open for public surveillance.RAPID the messages are meant to reach large audiences within a relatively shorter timeUnlike works of fine art, which may be examined at leisure over centuries.TRANSIENT they are usually intended to be consumed immediately, not to enter permanent records.Exceptions: film libraries, radio transcriptions and kinescope recordingsIII. THE CONTEXTOF THE ARTICLE

NATURE OF COMMUNICATORMass communication is organized communication.

COMMUNICATOR works through the a complex organization embodying an extensive division of labor and an accompanying degree of expense.III. THE CONTEXTOF THE ARTICLE

LASSWELLS MODEL & WRIGHTS MODEL

MAJOR COMMUNICATION ACTIVITIESLASSWELLWRIGHT1. SURVEILLANCE1. SURVEILLANCE2. CORRELATION2. INTERPRETATION/PRESCRIPTION3. TRANSMISSION3. SOCIALIZATION/EDUCATION-4. ENTERTAINMENT

III. THE CONTEXTOF THE ARTICLE

COMPARISON OF LASSWELLS ARTICLE AND WRIGHTS MODEL


HAROLD D. LASSWELLAUTHORCHARLES R. WRIGHTHe is was a leading American political scientist and communications theorist. He was a member of the Chicago school of sociology and was a professor at Yale University in law.BRIEF BACKGROUNDHe is Professor Emeritus of Communicationand Society. His interest isin the sociology of mass communication.Political Science and Communication TheoryFIELD OF EXPERTISESociology

The Structure and Function of Communication in Society(The article is in general form because the word communication is in the broader perspective and a wider sense)ARTICLEThe Nature and Function of Mass Communication(The article is in specified form because the word mass communication is a special kind of communication and requires to be more specific in the field of mass communication.)1948YEAR OF PUBLICATION1959 5(This is because Harold Lasswell is the pioneer in communication research then there is a few number of references.)NUMBER OF REFERENCES USED14

Scientific Approach(used Biological Equivalencies for functional and structural equivalencies between communication in human society and other living entities.)APPROACH IN WRITINGSociological Approach(used Macro and Micro Level of Analyzation in describing and concretizing functions and dysfunction of communication activities in society.)Political, Scientific and Theorist View or PerspectiveVIEW IN WRITINGSociologicalView or PerspectiveUsed scientific terms such as equilibrium, stimuli, single-celled organism, etc. TERMINOLOGIESUsed sociological terms like egalitarianism, social cohesion, social change,

Scientific Approach(used Biological Equivalencies for functional and structural equivalencies between communication in human society and other living entities.)APPROACH IN WRITINGSociological Approach(used Macro and Micro Level of Analyzation in describing and concretizing functions and dysfunction of communication activities in society.)Political, Scientific and Theorist View or PerspectiveVIEW IN WRITINGSociologicalView or PerspectiveUsed scientific terms such as equilibrium, stimuli, single-celled organism, etc. TERMINOLOGIESUsed sociological terms like egalitarianism, social cohesion, social change,

Used Analogies to explain mass media function both individual and society to biological organisms. Just as different types of cells in the body, mass media functions only when they work smoothly together with other parts. EXPLANATIONS/APPLICATIONS USEDUsed sociological and abstract realistic examples (macro level or micro level) like public institutions communicating (public health service), individual anxieties, etc.General/Broad SenseThe primary author of the Major Communication Function DIFFERENCES IN THE ARTICLESpecific SenseModified version of Lasswells communication function.Three FunctionsCorrelationTransmission of the social inherentenceMODIFICATION ON TERMINOLOGIESFour Operations(Function is not used because it is reserved for another meaning: positive consequences)Interpretation/ PrescriptionSocialization/ Education

SURVEILLANCE

refers to the collection and distribution of information concerning events in the environment, both within a particular society and outside it.

COLLECTIONDISTRIBUTIONExample: coverage of a presidential election campaignTo some extent, surveillance corresponds to what is commonly thought of as handling the news.III. THE CONTEXTOF THE ARTICLE

CORRELATION

-Includes interpretation of the information presented about the environment, prescriptions about what to do about it, and attempts to influence such interpretations, attitude, and conductINTERPRETING analyzation PRESCRIBING recommendationINFLUENCING afftecting the norms and behaviour of the societyExample: editorial activity, propaganda, or attempts at persuasionIII. THE CONTEXTOF THE ARTICLE

DISTINGUSHINGSURVEILLANCE FROMCORRELATION

Surveillance itself incorporates editorial judgements that determine what items qualify as news or information to be disbursed.Interpretation and value judgements are often implicit or implied, sometimes explicit, in the news.According to a 1997 dissertation of Linda Lannus, reports that surveillance and correlation activities tended to be indistinguishable to the reporters, editors, and readers of two daily metropolitan newspapers.III. THE CONTEXTOF THE ARTICLE

TRANSMISSION OFSOCIAL HERITAGE

Focuses on the assimilation of people in the society.Concerns the communicative processes by which the societys store (or part of its store) of values, social norms, knowledge, and other cultural components is made known to and instilled in members and potential members.Wrights modified meaning [EDUCATION OR SOCIALIZATION] includes concern with communication relevant to the assimilation of children and adults into various social roles, immigrants into a new society, and related matters.III. THE CONTEXTOF THE ARTICLE

ENTERTAINMENT

refers here to communication activities primarily (even if arbitrarily) considered as amusement, irrespective of any other features they may seem to haveExample: television situation comedy, Gossip may be informative, judgemental, reinforcing of some shared values, and titillating.


Example text:A hurricane is coming this way! (SURVEILLANCE) Board up the windows. (CORRELATION) People are responsible for protecting themselves and their property. (SOCIALIZATION) Its a thrilling drama of humanity versus the elements! (ENTERTAINMENT)

4 MAJOR COMMUNICATION ACTIVITIES IN A SINGLE CASE due to the sense of abstraction of the 4 major communication activitiesIII. THE CONTEXTOF THE ARTICLE

According to intention:MANIFEST FUNCTIONS significant intended consequences (sinasadya)LATENT FUNCTIONS significant unintended consequences (di-sinasadya)According to effectFUNCTION positive consequence or effect; contributes to the strength and continuing operation of the society under study.DYSFUNCTION negative consequence or effectNONFUNCTION irrelevant to the system under study (no effect)*Any social activity such as mass communication campaigns, can be analyzed in terms of what seem to be manifest or latent functions and dysfunctions for the society, its members or its culture.

ROBERT K. MERTONS DISTINCTION OF SIGNIFICANT CONSEQUENCES AND AIMS OF SOCIAL ACTIVITYIII. THE CONTEXTOF THE ARTICLE

Communication Activity: SurveillanceFunction (Positive Consequences): to persuade people to get physical check-ups, to get immunization shots against the flu, to stop smoking and so on.Dysfunctions (Negative Consequences): frightening away potential health clinic who fear they may learn that they have some incurable diseaseManifest (significant intended consequences):reductions in the risk of epidemic Latent(significant unintended consequences): boosts in prestige given to public health workers

PUBLIC HEALTH CAMPAIGNS

Avoid trying to classifying every possible effect of mass communication as functional or dysfunctional. Limit functional analysis to those consequences that seem important to the maintenance and/or change of society, its members, or culture.

Ex. Movies or television set in contemporary places might lead some viewers to learn a few new facts about the storys locale, such as street names. But unless we can see how that minor effect is significantly for the maintenance or change of society, its members, or culture, then simply calling it functional or dysfunctional does not increase our understanding of mass communication (impertinence/irrelevancy). Suppose, on the other hand, that movie and setting influenced viewers ideas about how people sought to migrate to it. (potential topic).2. Avoid equating the terms functional and dysfunctional with our personal ideas of good and bad (setting aside our personal bias).

GUIDELINES

SURVEILLANCE

1. It provides warnings about imminent threats of danger ( a hurricane, earthquake or military attack)2. Population can mobilized and protect itself from destruction.3. It functions as a support feelings of egalitarianism* EGALITARIANISM a belief in human equality.4. It contributes to the everyday institutional operations in the society.2 FUNCTIONS OF MASS COMMUNICATED NEWS Paul Lazersfeld and Robert Merton1. STATUS CONFERRAL news reports about members of any society enhance their prestige. 2. ETHICIZING or ENFORCEMENT OF NORMS strengthens social control by exposing deviant behaviour to public view and possible censure.FUNCTIONALISM INIII. THE CONTEXTOF THE ARTICLE

SURVEILLANCE

DYSFUNCTIONALISM INGroup/ Macro Level1. Uncensored news about the world threatens the structure of any society2. It pressures for social change.3. It can result to widespread panic.Individual/ Micro Level1. It heightens anxieties of an individual2. It can result to privatizationPrivitazation the individual overwhelmed by the data brought to his attention reacts by turning to matters in his private life, overwhich he has greater control .3. It leads to individual apathy about civic activity.4. It can lead to narcotization.Narcotization equating an informed citizen into an active citizen.III. THE CONTEXTOF THE ARTICLE

CORRELATION

FUNCTIONALISM IN1. It helps to prevent an even greater flood of mass-communicated news.2. It helps us to be more aware of such taken-for-granted management of the news when it is not provided3. It prevents undue public anxiety about news of impending danger.III. THE CONTEXTOF THE ARTICLE

CORRELATION

DYSFUNCTIONALISM IN1. Needed social change may not get media support but social conformism does. 2. It is weakening peoples critical ability to find, sift, sort, interpret, and evaluate news for themselves. (Weakening of one critical faculties; Consumption of Pre-digested Ideas and Concepts)III. THE CONTEXTOF THE ARTICLE

SOCIALIZATION

FUNCTIONALISM IN1. It may help unify the society and increase social cohesion by providing a broad base of common social norms, values, and collective experiences to be shared by its members.2. Individuals might be helped in their integration into the society through exposure to common social norms and other cultural matters.III. THE CONTEXTOF THE ARTICLE

SOCIALIZATION

DYSFUNCTIONALISM IN1. The presentation of a more or less standardized view of culture through mass communication could result in a loss of regional, ethnic, and other subcultural variety and could discourage cultural diversity and creativity.2.It also depersonalize the process of socializationIII. THE CONTEXTOF THE ARTICLE

ENTERTAINMENT

FUNCTIONALISM INIt offers diversion, amusement and relaxation for everybody. (Macro or Micro Level of the Society)III. THE CONTEXTOF THE ARTICLE

ENTERTAINMENT

DYSFUNCTIONALISM IN1. Too much escapism, may distract people from important social issues and divert them from useful social participation and action.2. If people became so dependent on mass communication for entertainment that they no longer were able to entertain themselves and became permanent mass media spectators. III. THE CONTEXTOF THE ARTICLE

RECENT STUDIESTO UPDATE THEARTICLE

RECENT STUDIESIV. RECENT STUDIES TO UPDATETHE ARTICLE

MCQUAIL (1987)

FUNCTIONALISMIN THE PHILIPPINE CONTEXT

RECENT STUDIESV. FUNCTIONALISMIN THE PHILLIPINE CONTEXT

MCQUAIL (1987)

CHARLES ROBERT WRIGHT

HAROLD DWIGHT LASSWELL

Functional Theory

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