Mass media refers to forms of communication organized to reach large audiences and is divided into print and electronic media. These include radio, films, television, newspapers, books, magazines, cable, satellite tv, journals and the internet. Today ICTs (internet and computer technologies) now network with radio and television and newspapers to transmit information globally. The mass media is one of the primary ways in which people are kept informed about different situations in the local and international communities. Caribbean communities are constantly exposed through the media to a variety of images and messages from the international community and we are continuously sending messages and images about our region to the international community. Role and functions of the mass media The major role of the mass media is to enhance communication among members of a society and of the global village. Within this role there are three main categories crucial to the development process: to inform, entertain and make us visible to others. Information A major function of the mass media is to let individuals know what is going on in their immediate environment and in the wider community. Today it would be impossible to survive without the mass media to inform us about trends, patterns and critical events affecting important sectors of our daily life. Leaders of democratic countries especially have a responsibility to ensure that adequate information reaches people in a timely fashion in order for them to make rational choices. In the context of our developing knowledge of each other, here in the Caribbean we are separated physically and so the mass media performs a vital role. The mass media can play a significant role in decreasing countries’ feelings of remoteness by providing an adequate supply of news to those areas. The media’s function of providing information also assumes importance in developing countries to ensure programs of public education are effectively implemented. This information is gained through radio, television and newspapers. This is especially important in areas where illiteracy is a problem. Entertainment Many people today rely on mass media for a significant part of their entertainment and the continuation of the entertainment industry. As a result of the mass media more opportunities are provided for sharing and publicizing of entertainment information. Some ways in which people rely on the mass media for entertainment are: watching TV, going to cinema, listening to the radio, reading magazines and journals to learn gossip about the stars, fashion, healthy lifestyles. Construction of a national, regional and diasporic identity The mass media can create a national identity through the culture of the people. Each island in the Caribbean can identify with various forms of culture. The people of these countries work hard at maintaining this culture. In Jamaica especially, the popular culture with special reference to the music and dress form part of a national identity. Other countries and more specifically the people outside the region know the famous Jamaican dancehall and reggae music and the colours associated with Jamaica and its Rastafarian movement. The ability to make our goods and services attractive to countries and organizations both within and outside the region and in so doing motivating them to trade with us is also vital to our development. The mass media also aids in this arena. The mass media makes us visible to these countries outside the region and these extra regional territories become potential trading partners which helps us along our developmental path. Promotes cultural experience The diaspora of any country relies on the mass media to bring information about their homes alive. Many people of the Caribbean diaspora will view sporting activities where Caribbean nationals are involved or view Caribbean festivals through the mass media. Caribbean culture is spread through live streaming of Caribbean television and radio programs and where foreign cable networks often have a time slot available for Caribbean culture. Promotes cultural experience The diaspora of any country relies on the mass media to bring information about their homes alive. Many people of the Caribbean diaspora will view sporting activities where Caribbean nationals are involved, or view Caribbean festivals through the mass media. Caribbean culture is spread through live streaming of Caribbean television and radio programs and where foreign cable networks often have a time slot available for Caribbean culture. Cultural imperialism and cultural erasure Cultural imperialism can be associated with the mass media because it is defined as ‘the imposition of a foreign viewpoint or civilization on a poeple’. This can lead to cultural erasure. The mass media is often used as a tool to spread western ideas and way of life. It spreads the values and habits of a foreign culture at the expense of the native culture. Television is the most powerful vehicle of foreign cultural influence in the Caribbean. More than 75% of television programming in the English speaking Caribbean originates outside the region, specifically the USA. The radio is also used as a tool and vehicle for foreign influence. Pop and even the regional dancehall music often infiltrate our airwaves to the detriment of local Soca and calypso music. The local music of Trinidad and Tobago usually only comes alive during the Carnival celebrations. Promote and defend rights of citizens The media empowers citizen to make responsible and informed decisions on important events such as the election of officials. It functions as a watch dog on the government on behalf of its citizens. It disseminates information for the government and is used to announce and broadcast state events and decisions. It is important that the media maintains objectivity, credibility and transparency as it is very easy for the media to appear biased. The media protects the rights of citizens by bringing issues of injustice to public attention.