GASPRO International Journal of Eminent Scholars

Abstract

This study explored the roles of mass media in information dissemination, examining the process and challenges. Mass media plays a pivotal role in shaping societies by serving as the cornerstone of information dissemination. In carrying out this research, numerous subheads were taken into consideration, some of which included: concept of mass media and concept of information, types of mass media among many others. The study mentioned the types of mass media to include: print media, broadcast media, digital media, outdoor media and film/cinema. The study further mentioned providing timely and accurate information, educating the public, shaping public opinion, and facilitating communication/social connectivity as the roles of mass media in information dissemination. Furthermore, the study mentioned the process of information dissemination by mass media to include: content creation, verification and editing, distribution through media channels, audience engagement/feedback. The Challenges of information dissemination by mass media as highlighted in the study included: misinformation/fake news, bias/censorship, limited access in rural areas and information overload among others. It also provided the mitigations to the challenges to include: strengthening fact-checking mechanisms, promoting media literacy and ensuring equitable access among many others. The study concluded that mass media remains a cornerstone of societal development, bridging gaps and driving change through effective information dissemination. One of the recommendations made was that to address challenges such as fake news and misinformation, stakeholders should promote media literacy programs.

Keywords: Mass Media, Information and Dissemination