Any communications mass medium has three primary functions: to inform, to educate and to influence. These primary functions contribute in shaping a given society.
In the context of community organizing, there is a triad of an ideal society. In order to develop a society, there must be justice, participation, and empowerment. At the heart of the triad is human dignity. The triad depicts a development vision. It guides both the community organizers and the participants to mold and execute a collective action into shaping their society into an organized and influential community, based on justice, equality and mutual respect.
Media can play a crucial role in the process of shaping a community, a society. The process of shaping is challenging and wide-ranging. In other words, there are many and varied hows. But, a society, must first determine its whys. Why should the people shape their community? The answers can also be varied but they all boil down to the essential characteristics of any given society. Every society evolves. Development goes along with the process of evolution.
Once every member of a given society is deeply moved by the whys, s/he takes action. This action, or any action for that matter, is part of the hows. His/her action may involve the media. S/he can be informed, educated or influenced by the media.
Media, one of the major sectors of society, can be both an independent body and a participant in the process of shaping. As the former, media has the watchdog responsibility. For the latter, media serves as a participant by transmitting relevant information that can move the members of a society into action.
Media, then, is significant.
Media organizations must embody the characteristics of beings the advocates of the people they serve. They are involved in business but the public and its interests must take precedence. The public, after all, is the main consumer of the information they transmit. Now, the danger comes if a media...
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