Mass media coverage of developing countries: a functional approach

Abstract

This article raises the question of whether Western media norms and expectations should form the basis for international media coverage of Third World countries, as well as countries such as South Africa with First and Third World components. In considering this question the point is made that no discussion of the media in society can be meaningful without considering the composition of the societal structure itself. The functional approach derived from communication theory, is used to indicate what role the media should play from a Western point of view. Consequently the influence of various societal structures on mass media functions is dealt with. The article concludes that First World media claims should be tempered by Third Worldneeds, and that the South African government needs to formulate a communication policy suited to its social and historical context.