ROLES AND FUNCTIONS OF MEDIA IN DEMOCRATIC SOCIETY
a) MEDIA: FOURTH BRANCH OF GOVERNMENT
The media is considered as the fourth estate or fourth branch of the government because of the
power they wield and the oversight function they exercise. Their key role in a democratic government
has been recognized since the late 17th century.
Information and critical public discussion are inescapable important requirement of good public
policy. These guarantees to have a clear instrumental role in preventing corruption, financial
irresponsibility, and underhand dealings according to Nobel laureate Amartya Sen.
The media should provide voice to the marginalized. By giving these groups a place in media,
their views and afflictions becomes a part of mainstream public debate and can promote reconciliation
among various social groups.
According to Coronel, investigative reporting can make the press credible and prestigious if it
has functioned effectively and independently as the watchdog. Investigative reporting generates a
great deal of public reaction.
The internet is a more democratic medium than newspapers or televisions, allowing a freer
exchange of views for a variety of social groups which are helpful in “cyber-rallies” and online signature
campaigns, mobilizing students, middle class and also overseas Filipino workers.
According to Coronel, radio is a less expensive and more accessible medium in poor countries.
FM radio with its localized signal can be an instrument of promoting grassroots democracy.
Media can make full use of their potential if:
Their rights are protected
They are trained to have requisite skills for in-depth reporting required by the new
democracies
They are mechanisms that ensure that media are held accountable to the public
They have broad reach in and support from society
b) MEDIA AS THE PEACE AND CONSENSUS BUILDER
The media as the peace and consensus builder should play as the neutral role in the conflict and
provide warring groups a method for representation and voice to settle their differences peacefully.
Peace journalism promotes careful reporting that emphasizes on equal voice to all sides of the
conflict and resists explanation for violence.
According to Coronel, several countries have press associations that play an important role in
monitoring, protesting, and raising public outrage against attacks on journalist.
SELF-REGULATION IN MEDIA
Self-regulation is important in media is important because anyone in the media is capable of
conveying bias. A free media resolves the need to rectifying mistakes—omissions or distortions—by
acting as self-regulator.
YELLOW JOURNALISM
Yellow journalism is a term used for the use of negligent newspaper reporting, without regard to
fact. It is often based upon sensationalism and crude exaggeration.
Yellow journalism uses sensationalized headlines and exaggeration to attract readers.
c) MEDIA AS THE WATCHDOGS
The watchdog role of media serves as a controller of the government. The watchdog role
considers the media to independently check on the activities of the state, particularly the
government.
It exposes corrupt practices of the government and the private sector. Creating a
space wherein governance is challenged or scrutinized by the governed. It also guarantees free and
fair elections.
d) MEDIA AS INFORMATION TOOL
Schools are not only institutions capable of providing educational services. Media is also used by
people to teach and to learn since Media can often be more efficient and direct in reaching people.
e) MEDIA AS A CHANNEL
Media provides opportunities for people to communicate, share ideas, speculate, tell stories and
give information.
f) MEDIA AS A RESOURCE CENTER
Media acts as a gateway of information for the society’s consumption. Also, it becomes a keeper of
memories of the community, preserver of heritage and source of academic knowledge.
g) MEDIA AS A ADVOCATE
Media through its diverse sources or formats, it bridges the gap of digital divide.
Digital divide is a term that refers to the gap between demographics and regions that have access to
modern information and communications technology, and those that don't or have restricted access.
This technology can include the telephone, television, personal computers and the Internet.
Well before the late 20th century, digital divide referred chiefly to the division between those with
and without telephone access; after the late 1990s the term began to be used mainly to describe the
split between those with and without Internet access, particularly broadband.
The digital divide typically exists between those in cities and those in rural areas; between the
educated and the uneducated; between socioeconomic groups; and, globally, between the more and
less industrially developed nations. Even among populations with some access to technology, the digital
divide can be evident in the form of lower-performance computers, lower-speed wireless connections,
lower-priced connections such as dial-up, and limited access to subscription-based content.
