"Five needs to be fulfilled by the mass media"

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Assignment on Media

The American sociologist’s list of five needs to be fulfilled by the mass media is a partly accurate summary of the functions of the mass media. These five different needs are ones that every human being has but these aren’t fully satisfied by the list. Mass media will never fulfill some of the needs because it is simply impossible. Even in the future media will not able to satisfy all of our needs because there are some needs that have been there since the beginning of the human race and stay there forever.    

The first of the five needs are the cognitive needs for acquiring information, knowledge and understanding. These are fulfilled by news reports and informative transmissions. These transmissions could be anything from newsflashes on the radio to extensive documentary series on the television. These needs are what most of the mass media fulfills.

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The second set of needs is the affective needs. These are the needs for emotional and aesthetic experience, love and friendship and the desire to see beautiful things. These needs are only partly fulfilled by the mass media. Interacting with another human can only satisfy these needs. Take love, for example. Today the mass media still can’t satisfy this need. No one knows for sure about the future but love will most probably never be satisfied by mass media.

        Next on the list are the personal integrative needs for self-confidence, stability, status and reassurance. These needs can be only ...

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