public & mass communication 9
TRANSCRIPT
Public & Mass Communication
Session 12 Introduction to Communication Science
The difference between public and
mass communication
The role of public and mass
communication
The effects of each communication
context
In this chapter, we will learn…
- Audience
- Audience
- Impersonality
- Planned, predictable & formal
- Source control
- Limited interactivity (feedback)
- Source centrality
- Mass media are involved (for mass communication)
Karakteristik Komunikasi Publik
& Massa
Public Communicationis a form of communication to a large group of listeners (audience)
Tujuan Komunikasi Publik
• Penerangan
• Menghibur
• Membujuk
• etc
Public Communication
Example:
- Preach
- Seminar
- Public Speaking
- Press Conference
- Theatre, concert, etc
Key Elements of Public
Communication
- Speech
- Presentation
- Audience Analysis & Adaptation
- Developing Purpose & Thesis
- Making Argument
- Use of Evidence
- Visual Aids
- Communication Apprehension
0
20
40
60
80
100
Jakarta citizen (>10 years), Watching TV (24-26 Nov 2006)
Everyday (93%)
Sometimes (7%)
Never (0%)
Source: AGB Nielsen, Edisi 6, Feb 2007
MassCommunication
Session 12 Introduction to Communication Science
Communication to a very large audience
through media forms (print or electronic).
Definition of Mass Communication
Komunikasi massa adalah pesan-pesan
dikomunikasikan melalui media massa
pada sejumlah besar orang.
(komponen-komponen disini mencakup
adanya pesan-pesan, media massa,
khalayak)
John R. Bittner
Mass Communication: An Introduction (1980)
Definition of Mass Communication
Komunikasi massa adalah suatu proses
dalam mana komunikator-komunikator
menggunakan media untuk menyebarkan
pesan-pesan secara luas, dan secara terus
menerus menciptakan makna-makna yang
diharapkan dapat mempengaruhi khalayak
yang besar dan berbeda-beda melalui
berbagai cara.
Melvin L. Defleur and Everette E. Dennis
Understanding Mass Communication (1985)
Components of
Mass Communication(Five Ms):
1. Mass Communicators
2. Mass Messages
3. Mass Media
4. Mass Communications
5. Mass Audiences
The Media of Mass Communication
John Vivian
Mass Communicators
- The people who produce the messages that are
carried in the mass media, include: journalists,
scriptwriters, producer, lyricists, novelist,
television anchors, radio disc jockeys, advertising
copywriters, and etc.
- Message crafter
- They can’t see their
audience directly.
Mass Messages
A news item is a mass message, as are a
movie, a novel, a recorded song, and
billboard advertisement, etc.
The message is the most apparent part of
our relationship to the mass media
Dampak Pesan Media Massa(Pengantar Ilmu Komunikasi, Prof . Sasa Djuarsa Sendjaja)
1. Dampak Kognitif
- perubahan apa yang diketahui, dipahami,dipersepsi
Cover majalah CLEO edisi Juli 2008 dan
Print Ad “Motion”
Klasifikasi tanda iklan toko sepatu Motion
Gambar 3
Gambar 1
Gambar 2
12 varian sepatu
Gambar 8
Coretan
Logo-logo
Kalimat isi
Gambar 4
Gambar 5
Gambar 6
Halilintar
Gambar 7
Website
Dampak Pesan Media Massa
2. Dampak Afektif
- mengubah apa yang dirasakan, disenangi, dibenci,etc
- berkaitan dengan perasaan, rangsangan emosional,
sikap, atau nilai.
influenced by
mass media
Dampak Pesan Media Massa
3. Dampak Konatif
- menimbulkan pola-pola
tindakan, kegiatan, atau perilaku nyata yang
dapat diamati
April 6, 2005
• The more television 4-year-old children watch the more likely they are to become bullies later on in school, a new study from the University of Washington said.
• At the same time, children whose parents read to them, take them on outings and just generally pay attention to them are less likely to become bullies, said the report.
Full report
March 28, 2007
Washington, D.C. – As the fight against
childhood obesity escalates, the issue of
food advertising to children has come
under increasing scrutiny. Policymakers in
Congress, the Federal Trade Commission
(FTC), and agencies such as the Institute
of Medicine (IOM) have called for
changes in the advertising landscape,
and U.S. food and media industries are
developing their own voluntary initiatives
related to advertising food to children.
Read the study from Kaiser Family Foundation
July 12, 2007
NEW HAVEN, Connecticut: Overweight children are stigmatized by their peers as early as age 3 and even face bias from their parents and teachers, giving them a quality of life comparable to people with cancer, a new analysis concludes.
• Full article
August 7, 2006
A RAND Corporation study issued today presents the strongest evidence yet that sexually degrading lyrics in music encourage adolescents to more quickly initiate sexual intercourse and other sexual activities.
The study found that the more time adolescents spend listening to music with sexually degrading lyrics, the more likely they are to initiate intercourse and other sexual activities.
full story
Mass MediaThe mass media are the vehicles that
carry the messages.
The primary mass media are
books, magazines,
newspapers, television,
radio, sound recordings,
movies and the web.
Mass MediaThe term mass media industries describes
eight types of mass media business:
• Books
• Newspapers
• Magazines
• Recordings
• Radio
• Movies
• Television
• Internet
Mass Communication
The process through which messages
reach the audience via mass media is
called mass communication.
Mass Audiences
Recipients of mass messages,
Example: readers of a newspaper/books/
magazines, viewer of a television,
radio listener, surfer on the www, etc.
Characteristics of Mass audiences- Fickle
- Large number of people
- Diversity
- Interprets the messages
PProduction
IInformation
Products
&
Services
CConsump-
tion
PIC Model of Mass Communication
P: Mass communication organizations create & distribute information
products & services
I: Information products & services are distributed to audience
C: Information products & services compete for attention, acceptance & use
among audience
Fungsi Komunikasi Massa(Lasswell & Wright)
• Pengawasan Lingkungan
• Korelasi
• Sosialisasi
• Hiburan
Fungsi Komunikasi Massa
(Luas)
1. Packaging & Distribution of Culture
2. Popularizing & Validating Function- News & Information
- Sports: Heroes & Villains
- Video & Computer Games: Control & Consequences
3. Commercializing Function
4. Social Contact & Sense of Community
Culture Packaging & Distribution:
Akulturasi via Media
Kunjungi Warung Suriname -
VOA Pop Notes "Ep. Puasa di
AS" 8 September 2009
Dalam situasi kritis atau konflik dimana sistem
sosial tidak stabil, kecenderungan
ketergantungan terhadap media makin besar
Commercializing Function: Consumption
Effect on The Audience
THE EFFECTS OF PUBLIC & MASS
COMMUNICATION
The Communicator/Producer Perspective
• “…
• See the source, message, technology, information products & services as controlling influences on audience members
www.milkeninstitute.org/newsroom/photos/gc04_rmurdoch.jpg
Data statistik di Amerika Serikat menunjukkan bahwa anak-anakmenonton televisi sampai 28 jam setiap minggunya. Akibatnya, saat mereka berusia remaja (sekitar 18 tahun), merekatelah menyaksikan sekitar 16.000 adegan pembunuhan dan200.000 tindakan kekerasan.
Tayangan Kekerasan dalam Berita Kriminal diIndonesia
Stasiun TV Berita Kriminal
RCTI •Sergap
Indosiar •Patroli•Jejak Kasus
SCTV •Buser•Derap Hukum
Trans TV •Kriminal
TPI •Sidik
TV7 (skrg Trans 7)
•TKP (TajukKriminalPerkotaan)•Modus
Stasiun TV Berita Kriminal
ANTV - Sidik Jari- Bidik
LATIVI (skrg TVOne) - Indonesia Crime Story- Investigasi
METRO TV
Sumber: Agus Sudibyo, data 2003
The Audience/Consumer Perspective, emphasize the role audience members play in public and
mass communication
Uses & Gratifications
• Teori ini memfokuskan pada
penggunaan (uses) isi media untuk
memperoleh pemenuhan
(gratification) atas kebutuhan
seseorang
•Audience memiliki peran aktif
dalam memilih media mana yang
sesuai dengan kebutuhannya
• Penelitian uses & gratifications
mencoba untuk menjawab
pertanyaan “mengapa orang
menggunakan media, dan apa yang
mereka gunakan untuk media?”
Blogs
Menurut Dennis
McQuail, ada 4 motivasi
yang mendorong kita
menggunakan media
Investors…Diversion, untuk melepaskan diri dari rutinitas dan masalah, sebagai sarana pelepasan emosi
Surveillance, sebagai bentuk pencarian
informasi
Personal relationship, untuk persahabatan dan kebutuhan bersosialisasi
Personal identity, sebagai identitas diri, referensi diri, eksplorasi realitas dan penguatan nilai-nilai pribadi
For video, please check
http://www.youtube.com/ me
The Integrating Perspectives
Communicators, messages and
technologies play an important role in
defining , influencing and shaping the uses.
In return, as audience members, we impact
the communicators through the choices we
make.
That explains why
• Public and masscommunication play a critical role in creating and disseminating messages.
• Public and mass communication are created and disseminated to a relatively large number of receivers, and setting that is relatively impersonal.
• Mass communications is an extension of public communication involving technology.
• The process of mass communication including production, distribution and consumption.
• Four basic functions of mass communication are: surveillance, correlation, socialization and entertainment
Summary
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