Mass Communications

THEORIES RELEVANT TO CLASSIFICATIONS OF (MASS) MEDIA

INDIGENOUS MEDIA:

Although not restricted to Africa alone, indigenous media or what is referred to on the continent as “African traditional media” are the indigenous means of communication on the continent. They reflect in the various talking drums, the folk songs, drama, festivals, town criers, traditional wears, the artifacts, artworks, paintings and stories among others. In a given situation where there is need for information to be communicated to members of a community for instance, the head of the community would have a town crier or criers go round the community disseminating that message verbally and to a small proportion of the community at a time. Drums may sometimes be used. Indigenous media is one way communication, just like where in an office setting notices are posted on the bulletin boards for consumption with recourse for feedback.

Relevant Theory

Authoritarian theory describe that all forms of communications are under the control of the governing elite or authorities or influential bureaucrats.

Authoritarians are necessary to control the media to protect and prevent the people from the national threats through any form communication (information or news). The press is an instrument to enhance the ruler’s power in the country rather than any threats. The authorities have all rights to permit any media and control it by providing license to the media and make certain censorship.

If any media violate the government policies against license, then the authority has all right to cancel the license and revoke it. The governments have all the right to restrict any sensitive issues from press to maintain peace and security in the nation.

TRADITIONAL MEDIA:

Traditional media, sometimes referred to as ‘mainstream media’ or ‘old media’, is a mass media, such as television, radio, newspapers or any sort of media where the information is filtered and interpreted by the media owner before it is...