DAMPAK TEKNOLOGI MEDIA TERHADAP PIKIRAN, SIKAP, PERILAKU INDIVIDU & MASYARAKAT | ANSHAR AKIL

Summary

The transcript explores the impact of media on audiences, focusing on three key changes that can occur: cognitive (knowledge and awareness), affective (emotions and attitudes), and behavioral (observable actions). The speaker emphasizes that media influences individuals both on a personal level and within larger groups or societies. By comparing the state of an audience before and after exposure to media messages, the transcript explains how media can shape public opinion, behavior, and attitudes. Real-world applications include political campaigns, advertising, and social change initiatives like public health messages. The transcript also references Bandura's research on media's behavioral influence.

Takeaways

• 😀 Media impact refers to the changes in individuals or groups before and after exposure to media messages.
• 😀 The term 'impact' is synonymous with effects, influence, or outcomes that media can have on its audience.
• 😀 Three key types of media impact are cognitive, affective, and behavioral changes.
• 😀 Cognitive impact involves changes in knowledge, awareness, and understanding after exposure to media.
• 😀 Affective impact refers to emotional or attitudinal shifts, such as developing stronger opinions or feelings towards an issue.
• 😀 Behavioral impact is about changes in actions, where an individual's behavior aligns with the information or emotions gained from media.
• 😀 Measuring media impact involves comparing conditions before and after exposure to messages, such as changes in learning performance with and without media.
• 😀 The sequence of media impact often starts with cognitive changes, followed by affective, and then behavioral changes.
• 😀 Media exposure can influence not only individual behaviors but also group behaviors and societal norms, such as during social campaigns or political rallies.
• 😀 Studies, such as those by Bandura, show that media exposure can directly shape behavior, especially in the case of violent content leading to imitation of aggression.
• 😀 The application of media impact theory spans various fields, including advertising, politics, and social programs, influencing how people think, feel, and act.

Q & A

What is the main focus of the study of media impact?

The main focus of the study of media impact is to understand whether and how media affects the audience. Specifically, it explores how media influences cognitive, affective, and behavioral changes in individuals or groups.

What does the term 'dampak' (impact) refer to in communication studies?

'Dampak' (impact) in communication studies refers to the changes that occur in an audience before and after receiving a media message. It can be understood as the difference in conditions or states of the audience after being exposed to a message.

What are the three types of changes that can occur in the audience due to media exposure?

The three types of changes that can occur are cognitive (changes in knowledge or awareness), affective (changes in attitudes or emotions), and behavioral (changes in actions or behavior).

How is cognitive change defined in the context of media impact?

Cognitive change refers to changes in an individual's knowledge, awareness, or understanding. This could be an increase in information or a shift in perspective due to media exposure.

Can you explain affective change and provide an example?

Affective change refers to changes in attitudes, emotions, or feelings. For example, a person might develop stronger feelings of love or hate, or a shift in their beliefs or preferences after being exposed to certain media messages.

What is the difference between cognitive, affective, and behavioral changes?

Cognitive changes involve alterations in knowledge and understanding; affective changes relate to shifts in emotions or attitudes; behavioral changes are seen when attitudes are translated into actions, such as a change in behavior or habits.

How can the effectiveness of media messages be measured?

The effectiveness of media messages can be measured by comparing the audience’s conditions before and after receiving the media message. This could be done through methods like pre- and post-assessments, surveys, or behavioral observations.

Why is it important to be cautious about consuming information from media?

It is important to be cautious because repeated exposure to certain media messages can significantly affect one's cognitive, emotional, and behavioral responses, potentially shaping opinions or behaviors in unintended ways.

How do media messages affect individuals and groups differently?

When a media message targets an individual, it typically leads to individual cognitive, affective, or behavioral changes. However, when the message reaches a group or society, it can result in collective shifts in attitudes, beliefs, and behaviors, often influencing societal norms or public opinion.

Can you provide an example of how media impact theory is applied in real life?

Media impact theory is widely used in political campaigns, advertising, and social campaigns. For example, advertisements aim to influence consumer behavior by altering their attitudes and encouraging purchasing decisions. Similarly, public health campaigns use media to change societal behaviors, such as encouraging hygiene practices or vaccination.