Mass Media in Society: The Need of Research. Reports and Papers on Mass Communication, Number 59.

More and better research should be undertaken, nationally and internationally, on the effect of mass media upon society. Prior to such research, there needs to be an awareness of the realities of society today and of broadcasting structure. There should also be an understanding of the research that has already been done and of the gaps in that research. Also, an assessment should be made of the kind of organization and funding most likely to produce independent and useful research. Future research efforts might be devoted to educational media, to communication satellites, to media in transitional societies, to violence and aggression, to the social contributions of media, to the producer and broadcaster, to what is regarded as news, and to the professional training of broadcasters and researchers. A cautionary comment upon research is that the methodology tends to determine the results. Developing countries need to undertake their own research programs on the social effect of mass communications. In the increased research effort recommended, there should be cooperation at the national and international levels. The role of UNESCO (United Nations Educational, Scientific and Cultural Organization) is viewed as one of leadership, encouragement, and liaison. (MF)