Functional Theory is one of many communication theories that has been presented in order to explain how society and the media relate and react to one another.  Rooted from studies in Sociology, Functional Theory has evolved from and to numerous other theories of communication research.

According to Hirokawa (1999), Functional Theory has two primary objectives.  First, it seeks to explain why "certain repetitive patterns of communication occur in everyday social interaction."  Second, it seeks to "account for the role that communication plays in the production of various social outcomes."  The theory attempts to account for why there are specific patterns of behavior in our society.   

This paper will examine this theory in closer relation to the mass media and how the audience and the media interact with one another.  Specifically, we will discuss the power of media on society in relation to the Hypodermic Needle model which some say Functional Theory found its origins.  The Uses and Gratifications Theory will be examined and how it intertwines with Functional Theory.  The idea of "personal influence" and the strength of opinion leaders will be discussed in depth stemming from the work of the top theorists in the field of Functionalism.  Katz two-step flow model of communication will be offered to explain the theory from his point of view.  Finally, some suggestions on how this theory affects the field of advertising today will be presented. 

If you have any questions or comments concerning Functional Theory, please email me, Heather Maddux at vaile@mail.utexas.edu.                                                                                        

This paper last updated October 2,1999.