Seri Komunikasi Massa - Definisi dan Elemen Komunikasi Massa

Summary

This lecture on mass communication covers its definition, functions, and key elements. Mass communication is defined as a complex process involving organizations that use media to deliver messages to a large, diverse audience. The functions of media range from informing and educating to influencing public opinion. Key characteristics include institutionalized communicators, gatekeepers, media reliance on technology, and a delayed feedback system. The lecture also explores how digital media is transforming traditional media formats, such as TV and radio, into streaming services and social media, enhancing audience engagement while maintaining the responsibility of both economic and social goals.

Takeaways

• 😀 Mass communication is a complex process where organizations use mass media to send messages to a broad and diverse audience.
• 😀 Mass media serves both economic and social functions, making it a dual-purpose institution.
• 😀 Mass communication depends on media technologies (print, electronic, audiovisual) to transmit messages, unlike interpersonal or group communication which focuses more on the communicators themselves.
• 😀 The key focus in mass communication studies is the media, with less emphasis on individual communicators and more on the organization or institution behind the communication.
• 😀 Media has different functions for society, such as informing, educating, entertaining, and even influencing (e.g., propaganda), depending on the media's historical context.
• 😀 For individuals, mass media provides functions like information seeking, personal development, social interaction, and sometimes escape from reality.
• 😀 The communicator in mass communication is an organization, not an individual, which makes the process more structured and professional.
• 😀 Feedback in mass communication is delayed, unlike in interpersonal communication where feedback is almost immediate.
• 😀 The role of 'gatekeepers' in mass media (e.g., editors, producers) ensures that information is filtered, modified, and made accessible to the audience.
• 😀 Audiences in mass communication are heterogeneous (diverse in background) and anonymous, meaning they don't have direct personal relationships with the media producers.
• 😀 The transition to digital media (social media, streaming platforms, etc.) has significantly changed the way mass media interacts with its audience, offering more immediate feedback and interactivity.

Q & A

What is mass communication and how is it defined by experts like Joseph Dominic and Denis McQuail?

Mass communication is a complex process conducted by organizations that produce and transmit messages via mass media channels to a large, diverse audience. Both Joseph Dominic and Denis McQuail define it similarly, emphasizing the role of organizations using media to deliver messages to a broad, heterogeneous audience.

What are the key differences between 'media' and 'mass media' as discussed in the script?

The main difference is that not all media are mass media. Mass media specifically refers to channels that deliver messages to a large, diverse audience. While all mass media use various forms of media, not all media are designed for mass distribution.

What are the societal functions of mass media, and how do they vary with the medium’s era?

Mass media serves several societal functions including informing, educating, entertaining, shaping identities, influencing social status, and acting as a tool for propaganda. The range of functions can change depending on the type of media and the era in which it operates, from early radio focusing on information and entertainment to modern media that influences identity and political opinions.

What are the individual functions of mass media according to the script?

For individuals, mass media serves functions such as providing information, supporting personal development, enabling social connections (including substitution for direct social interaction), offering escapism, and becoming part of daily routines.

What is the role of communicators in mass communication?

In mass communication, communicators are always organizations or institutions, not individuals. The production of messages involves multiple roles within an organization, such as journalists, editors, and producers, ensuring that the messages are organized and delivered effectively.

How does mass communication rely on technology?

Mass communication is inherently dependent on technology, as it involves transmitting messages through mass media channels like television, radio, the internet, and social media. Without technological infrastructure, mass communication would not be able to reach large, diverse audiences.

What is gatekeeping in mass communication, and who typically performs this role?

Gatekeeping refers to the process of filtering and shaping information before it reaches the audience. This role is typically performed by media professionals such as editors, producers, and directors who decide what content gets published and how it is presented.

What are the characteristics of mass media audiences as described in the script?

Mass media audiences are characterized by two main traits: they are heterogeneous, meaning they come from various backgrounds (education, culture, gender, etc.), and they are anonymous, meaning the communicator does not know who the audience members are individually.

How is feedback in mass communication different from interpersonal communication?

Feedback in mass communication is typically delayed or indirect, unlike interpersonal communication where feedback is immediate. While some digital platforms allow more direct interaction, mass media traditionally does not offer real-time responses from the audience.

How has the digital transformation affected mass communication?

The digital transformation has significantly impacted mass communication by shifting traditional media like TV and radio to digital platforms such as streaming services and social media. This has allowed more direct engagement with audiences, though many of the core elements of mass communication, such as reliance on technology and gatekeeping, remain unchanged.