PENGERTIAN, CIRI, FUNGSI DAN TEORI KOMUNIKASI MASSA | Anshar Akil

Summary

This lecture on mass communication introduces key concepts, theories, and characteristics that differentiate mass communication from other forms of communication. It defines mass communication as a process of conveying messages to large, diverse audiences through various media channels. Key features include the use of mass media, the general and public nature of the messages, rapid communication, and the lack of immediate feedback. The lecture also explores various communication theories, including the Hypodermic Needle Model and Two-Step Flow, as well as the shift to digital media and its impact on the field.

Takeaways

• 😀 Mass communication refers to the transmission of messages to a large, diverse, and anonymous audience through mass media such as print, television, and digital platforms.
• 😀 Mass media reaches people who are geographically spread out and does not require individuals to be connected by a shared interest or issue, unlike smaller groups like publics.
• 😀 Communication through mass media is unidirectional, meaning the message is broadcasted from the communicator (e.g., TV station) to the audience with limited immediate feedback.
• 😀 Key characteristics of mass communication include the use of media to reach a wide audience, the delivery of general messages, and the scheduled nature of content distribution.
• 😀 Mass communication involves a planned and organized delivery of information, such as scheduled TV programs or newspaper editions that ensure consistency and regularity in content.
• 😀 The messages conveyed through mass communication encompass a wide range of content, from news and entertainment to education and advertisements, addressing multiple aspects of human life.
• 😀 Mass communication serves several important functions, including surveillance (keeping the public informed), correlation (connecting people across locations), and socialization (introducing new ideas).
• 😀 Mass media has a broad cultural impact, influencing public opinion, education, and societal values while also playing roles in entertainment, economics, and cultural transmission.
• 😀 The Hypodermic Needle Model suggests that media messages can directly influence individuals without resistance, as if they are injected into their minds.
• 😀 The Two-Step Flow Model proposes that media messages are first received by opinion leaders, who then spread them to the general public, highlighting the importance of influencers in mass communication.
• 😀 New media, such as social media and streaming platforms, differ from traditional mass media and require new theories to understand their impact on society, marking a shift in how communication is delivered and consumed.

Q & A

What is mass communication?

Mass communication is the process of delivering messages through mass media to a large, diverse, and dispersed audience. It involves public messages that are generally not personalized and reach people who are geographically and culturally spread out.

How does mass communication differ from other forms of communication?

Unlike interpersonal communication or communication within smaller groups, mass communication is aimed at a large and anonymous audience, and it is usually one-way, with little immediate feedback from the audience.

What are some key characteristics of mass communication?

Key characteristics include: the use of mass media (print, electronic, audiovisual), a broad and heterogeneous audience, speed and reach, one-way communication, organized and scheduled delivery, regular transmission, and a wide scope of content covering various aspects of life.

What does 'one-way communication' in mass communication mean?

One-way communication in mass communication means that messages are transmitted from a source (e.g., TV station, radio, newspaper) to the audience without immediate feedback. The audience typically cannot interact or respond right away.

Why is regular and scheduled transmission a defining characteristic of mass communication?

Mass communication involves scheduled broadcasts or publications, ensuring that audiences can follow content regularly, such as daily newspapers or scheduled TV programs. This regularity helps maintain a consistent flow of information.

What functions does mass communication serve in society?

Mass communication serves several functions, including surveillance (informing the public), correlation (connecting people across distances), socioculturalization (introducing new ideas and facilitating cultural exchange), entertainment, education, and social control (maintaining societal norms).

How does mass communication contribute to societal surveillance?

Mass communication plays a surveillance role by keeping the public informed about societal events, government actions, and other important happenings, allowing people to stay aware and engage in the monitoring of societal activities.

What is the Hypodermic Needle Model of communication?

The Hypodermic Needle Model suggests that mass media can directly inject powerful messages into the audience, influencing their behavior and attitudes without resistance, similar to how a needle injects a substance into the body.

What is the Two-Step Flow Model of communication?

The Two-Step Flow Model posits that media messages are first absorbed by opinion leaders, who then convey those messages to a broader audience. This model highlights the importance of intermediary individuals in spreading media content.

How has mass communication evolved with the rise of new media?

With the rise of the internet and digital platforms, mass communication has evolved to include online newspapers, streaming TV and radio, and social media. These new forms of media differ from traditional media by allowing more interactive communication and global access.