Unit 3 The Significance of the Media in Society Unit 3 The Significance of the Media in Society
What I will learn
- Understand the meaning of media and society.
- Learn the importance of free and responsible press.
- Know how the media provides information and form opinion.
- Understand that citizens can be manipulated by the media.
What I will do
- Explore ways of helping citizens resist manipulation by media.
- Investigate ways in which the media has brought about social and political change.
- Explore the negative impacts of the media on young people
Introduction What is media?
Media is the means or channels through which we receive information and other forms of communication.
Because many people can collectively receive such information at the same time, such channels are known as mass media.
Sharing information by many people at the same time is called mass communication.
Types of media
Newspapers
radio
T. V program
internet
billboard
- Activity 3.1
- Pair work
- Q. What is Media?
- Q. What are the different types of media in South Sudan?
Activity 3.2
Individual work
- Read through the puzzle below. Which media can you identify? Compare your answers with that of other pairs.
Mass media is divided into two categories, These are,
- print media and electronic media.
Print media (published media).
It consists of channels of mass communication through the written word. Examples of printed media include;
newspapers,
magazines and
written notices.
South Sudan is served by local and international printed media.
Electronic media:
This provides mass communication through electronic devices. Examples of electronic media include
Television,
radio and
computers and phones using the internet.
Internet has made it possible to share information locally and internationally. Some newspapers can also be accessed on the internet.
Electronic media has also enabled mass communication through what is known as social media.
This involves people using computers and internet enabled phones to communicate with others they are connected with. Examples of social media platforms include: Whats App, Facebook, X (formerly Twitter) and Instagram.
Media in South Sudan
Our country’s constitution guarantees press freedom. This provides a conducive atmosphere for media to operate. When media is allowed to do its work freely without external interference, we say we have media freedom.
In South Sudan, we have both government owned media and private media.
The South Sudan Radio Network runs government owned radio stations which work alongside private radio stations.
The media in South Sudan falls under the Ministry of Information Telecommunications and Postal Services
Activity 3.4
Group work
- Q. Describe the functions of the media in South Sudan
Key Functions of Media
News Dissemination: Provides local, national, and international news to keep the public informed.
Live Event Coverage: Broadcasts real-time events like national ceremonies and sports.
Public Messaging: Enables leaders to quickly reach large audiences with important announcements.
Advertising & Notices: Shares information on goods, prices, job opportunities, and upcoming events.
Expert Insights: Offers educational content through columns and programs by specialists.
Social Connectivity: Helps people stay in touch via platforms like social media.
Public Awareness Campaigns: Promotes national initiatives such as immunization and census participation.
Historical Education: Teaches citizens about national history through various media formats.
Health Education: Provides guidance on health topics including HIV/AIDS, malaria, hygiene, and nutrition.
Skill Development: Educates on practical skills like animal husbandry and agriculture.
Entertainment: Offers leisure content such as music, drama, films, cartoons, puzzles, and fashion articles
Positive Influence of Media
Entertainment: Helps people relax and improve mental health.
Education & Awareness: Informs citizens about political, social, and economic issues.
- buyers of available goods and services. They support the buying and selling of such goods. This is good for production and growth of our economy.
- The media also supports our economy. The private media houses pay taxes to government as license fees, taxes, etc.
- It provides employment opportunities. People get jobs as journalists, TV and radio presenters and newspaper vendors. We also get tax revenue from TV, radio and newspapers.
Shaping Public Opinion: Encourages positive attitudes through exposure to diverse viewpoints.
Economic Growth: Advertisements promote commerce; media houses contribute through taxes.
Employment: Creates jobs in journalism, broadcasting, and distribution.
Negative Influence of Media
Misleading Advertising: Promotes harmful products like alcohol and cigarettes.
Low quality or unsafe goods: It may lead to selling of medicines, beauty products etc that have not been checked for safety and can include toxic substances etc
Inappropriate Content: Some programs contain violence or explicit material unsuitable for children.
Cultural Erosion: Encourages imitation of foreign cultures, affecting local traditions.
False Information: Spreads exaggerated or unfounded news and rumours.
- Activity 3.5
- Individual work
Q. In writing explain the positive and negative influence of the media, using examples from your own life. Share what you have written with the class.
Protecting citizens from the negative influence of the media
The media has a role to play but it should not be at the cost of manipulating or misleading the people. The citizens can be protected from the negative influence of the media in the following ways:
Protecting Citizens from Harmful Media Influence
Responsible Reporting: Media must share only verified facts and cross-check information before publishing.
Professional Standards: Employ trained journalists and offer refresher courses on ethical practices.
Impartiality: Media should remain neutral and unbiased in its coverage.
Corrections & Apologies: Inaccurate reports must be corrected promptly with public apologies.
Regulation & Oversight: Press freedom must be balanced with laws that prevent immoral or harmful content. The National Communication Authority oversees this regulation in South Sudan.
Legal Accountability: Courts should penalize media houses that spread false news or act unprofessionally (e.g., fines, license suspension).
Expanding Access: Government should increase media outlets and hold regular press briefings to reduce reliance on limited sources.
Encouraging Investment: Offer tax incentives to attract more media investors and improve information diversity.
Activity 3.6
Group work
Q. Discuss ways of protecting citizens against the negative influence of the media.
Glossary
Press - Channels through which we receive information and other forms of communication.
Manipulation - Control or influence someone to your own advantage or to suit your selfish interests.
Mass media – The use of many media channels to give information to the people at the same time.
Mass communication – This is the sharing information with many people at the same time.
Print media – This are the channels of mass communication through the written word. Examples are newspapers and magazines.
Electronic media - This provides mass communication through electronic devices such as radios and televisions.
Social media - This is the use of computers and internet enabled phones by people to communicate with other people you are connected with.
Fiction – Unrealistic things such as stories and films.
Pornography - The show of sexual subject matter for the purpose of sexual arousal
Obscene language – Offensive language meant to cause uncontrolled sexual desire.