The media is best defined by the roles they play in society. They educate, inform and entertain through news, features and analysis in the press. They also produce documentaries, dramas, current affairs programmes, public service announcements, magazine programmes and other forms of programming for radio and television. The media is a conduit through which voices, perspectives and lives are brought into the public sphere. In the last decade, Africa has witnessed a massive growth of on-line media, which is being exploited by both urban and rural communities to access and deliver information for social and business purposes.
The media also plays a critical role in facilitating social change and shaping public opinion and attitudes. The media, through its reporting, can put a spotlight on critical developments that impact negatively and positively on people’s lives, as well as bringing to the fore issues that are often ignored and voices that are marginalised. The media’s agenda-setting function often influences debate, thinking and priorities within society.
Research and data has shown how the media reinforces stereotypes, especially on issues of gender, religion and culture. Women are often portrayed in subordinate roles to men. When journalists look for sources for their stories, they often gravitate towards the powerful people in any community, who are mostly men. Women are often portrayed in their traditional roles as wives, mothers and care-givers, while men are seen as powerful, resourceful, leaders and many such roles associated with power.
But, perhaps one of the most important roles played by the media within modern democracies is the watchdog role; through which the media monitors the performance and conduct of governments, to ensure that they adhere to the promises and expectations of those who put them into power. Consequently, this role is often the source of conflict between media, the state and its institutions.
How does it work?
The media performs its functions based on the guiding media principles of fairness, accuracy, diversity and balanced representation. However, the ability and efficacy with which it performs these functions depends largely on political and legal environments in any country. Where the legal framework is conducive, there is a proliferation of media organisations and products as well as a plurality of voices and access to information. In cases where the legal framework is stifling, there is a lack of diversity of media as well as bias and blatant political interference. Political interferences can polarize and significantly confuse the way the media functions.
Media ownership also influences the way media functions. Generally there are private, state and public media organisations. In the majority, media organisations operate based on the imperatives of their owners. For privately owned media, they are often guided by commercial and market considerations. In Africa, state-ownership media is prevalent and the state dictates the functions and operations of media organisations while public media are often guided by the interests of viewers and listeners who pay licences to access their services.
Growth in partnerships between media and the private and civil society sectors has strengthened and opened new avenues through which development and research could be communicated. Many organisations are working with media to develop special projects that are mutually beneficial. In this instance, organisations are able to fulfill their commercial, social and development goals. Researchers should exploit this area by engaging media managers.