STRATEGI KOMUNIKASI: untuk teori penelitian & praktik

Summary

This transcript explores the concept of communication strategy, examining definitions and theories by notable experts. Roger emphasizes the role of communication in large-scale behavior change through the transfer of new ideas. Professor Onong Ocha Effendi focuses on effective messaging to shift attitudes and behaviors in specific groups. Middleton’s approach stands out as the most practical, advocating for the optimal combination of communicator, message, media, audience, and desired impact. The transcript highlights how Middleton’s strategy is the easiest to implement, making it ideal for research and practical communication applications.

Takeaways

• 😀 Communication strategy is defined as a plan to change human behavior through the transfer of new ideas (Roger's view).
• 😀 Roger’s communication strategy is aimed at large-scale societal changes and focuses on behavior transformation.
• 😀 Effendi's communication strategy emphasizes effective message delivery, ensuring understanding and behavior change at an individual level.
• 😀 Middleton’s definition of communication strategy involves a combination of key elements: communicator, message, medium, recipient, and designed influence.
• 😀 According to Middleton, communication strategy should focus on preparing all communication components to achieve the desired outcome.
• 😀 Middleton’s communication strategy is seen as easier to understand and implement compared to the other theories due to its clear preparation steps.
• 😀 The communicator should possess credibility and knowledge in communication techniques for an effective strategy.
• 😀 The medium or channel of communication should be chosen based on the target audience and the context of the message to ensure effectiveness.
• 😀 The target audience (recipient) must be carefully selected to ensure they understand and accept the message, leading to the desired impact.
• 😀 A successful communication strategy should include clear, actionable steps that can be implemented practically, particularly for research purposes.
• 😀 The ultimate goal of any communication strategy is to achieve a specific impact, whether it's behavior change, increased product sales, or societal development.

Q & A

What is the primary focus of communication strategy as discussed in the transcript?

The primary focus of communication strategy in the transcript is the planning and execution of communication efforts to influence behavior, whether on a large societal scale or an individual level, by transferring new ideas effectively.

How does Roger define communication strategy?

Roger defines communication strategy as a plan designed to change human behavior on a large scale, such as societal or national levels, through the transfer of new ideas.

What is the difference between Roger's and Effendi's views on communication strategy?

Roger's view emphasizes changing human behavior on a larger scale, such as society or nations, while Effendi’s perspective focuses more on individual behavior change and ensuring the message is easily understood by the target audience.

What does Professor Effendi say about the effectiveness of communication strategy?

Professor Effendi emphasizes that communication strategy is about effective planning for message delivery, ensuring it is understood by the audience, and aiming to change attitudes and behaviors.

Why does the speaker find Middleton's communication strategy easier to implement?

Middleton’s strategy is seen as easier to implement because it focuses on clearly preparing the essential components of communication, such as the communicator, message, medium, and target audience, making it more straightforward and practical.

What are the key components of a communication strategy according to Middleton?

According to Middleton, the key components of a communication strategy include the communicator, message, medium, target audience, and the desired effect or impact.

What is the role of the communicator in Middleton's communication strategy?

The communicator plays a crucial role in Middleton's strategy, as they must be well-prepared with the necessary knowledge and skills, including credibility and effective communication techniques, to ensure the message is delivered successfully.

How does the medium or channel of communication influence the strategy?

The choice of medium or channel is critical in Middleton’s strategy. It must be suited to the target audience, technologically appropriate, and effective in delivering the message in a way that ensures the desired impact.

What does the transcript suggest about the impact of a well-planned communication strategy on the target audience?

A well-planned communication strategy is expected to have a positive impact on the target audience, ensuring that they receive and understand the message in a way that influences their attitudes or behavior as intended by the communicator.

How can a communication strategy be applied to business contexts, such as increasing sales?

In business contexts like increasing sales, a communication strategy would involve identifying the target audience, delivering a compelling message through the right medium, and aiming for the desired effect, such as encouraging customers to purchase a product or service.