Functional Theory

A theory that suggests that the mass media are part of a complex social system and each medium serves a necessary function within that system. A functional analysis examines each component or sub system of the system to determine whether it contributes to the stability of the system. If it has a negative influence on the system, it is said to be dysfunctional. In performing a functional analysis on the mass media, there are four approaches. The first is to analyze the functions of the mass media as a system. The second is to analyze each type of mass media—that is, newspapers, movies, and television—as a system. The third approach looks at each organization as a system—that is, a large urban newspaper, a movie studio, and a television network. Finally, the fourth approach looks at each communication activity as a system—that is, surveil lance, correlation, transmission, and entertainment.

As an example, using the first approach, a functional analysis can determine that even parts of the system that are looked on negatively—that is, media content that is considered in low taste—serve a function and are necessary for the operation of the mass media. Low-taste media content is widely distributed and appeals to the masses despite the negative reaction from critics. To ascertain its function, one must look at all components of the system of mass media; the first being the audience. This component is linked to market research organizations that seek to explain the complicated mechanisms that determine audience response. Also linked to the audience is the distributor. The audience provides its attention, and the distributor provides content and advertising. The distributor of the content links to other subsystems in the various media—that is, the broadcasting network, the movie chain, and the newspaper syndicate. These, in turn, sell content to local outlets for money. The distributor is linked to the producer of the content, who in turn is linked to the sponsor. To this complex mix of research organization, producer, distributor, and sponsor is linked the advertising agencies that provide their messages to the distributor and are paid by the sponsor. Other subsystems such as regulatory bodies exert control over the entire system. These regulatory subsystems are affected by external conditions such as the societal norms and beliefs that surround the entire system. Because the predominant internal condition of the system is financial, all are dependent on the first component, the audience. Therefore, content—in this case, low-taste content—that appeals to the mass audience is a key element in the complex social system of mass media as any great change in audience behavior would seriously disrupt the entire system. In this way, functional theorists explain the survival of some extremely bad, even repugnant, content, as its removal would upset the system's financial equilibrium. Changes in content would depend on changes in other components, such as the education level of the audience. For more information, see DeFleur (1970) and Wright (1960).