Mass Media Functions, Knowledge and Social Control

• Published in: Journalism Quarterly 1973-12, Vol.50 (4), p.652-659
• Main Authors: Donohue, G A, Tichenor, P J, Olien, C N
• Format: Article
• Language: English
• Subjects: Communication/Communications/ Communicative/ Communicating/ Communicator/ Communicational; Knowledge; Mass media; Social control/Social controls
• ISSN: 1077-6990; 0196-3031; 2161-430X
• DOI: 10.1177/107769907305000404

A macro-conceptual frame of reference is presented as an approach to the study of mass communication processes, based on the assumption that control of knowledge is basic to the development of social power. In this perspective, mass media are viewed as interdependent parts of a total social system in which they share problems of controlling, & being controlled by other subsystems. Mass media as subsystems cut across other subsystems & transmit information among them. The communication of scientific & technological knowledge serves as a case in point, illustrating the various forms of systems control that occur in mass communications. Several propositions are asserted as relevant to this systems control approach: (1) mass media are more likely to confine themselves to the distributive aspect of system maintenance the less complex the system; (2) as the system becomes more differentiated, mass media perform a feed back as well as distributive function; (3) science subsystem's control over mass media content in science & technology is a function of the degree to which channel members identify with the science subsystem; (4) as mass media infusion into the social system increases, segments of the population with higher SES tend to acquire this information at a faster rate than the LS segments, so that the gap in knowledge between these segments tends to increase rather than decrease. Modified Author's Summary.