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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