Session 10: Introduction to Communication Science

London School of Public Relations (LSPR) – Jakarta 2011

Understanding Media
 NOW,
LET’S REFRESH A
BIT…
 Process of Mass Communication
 SMCR Model
 Source  Decoder
 Message  Receiver
 Encoder  Feedback
 Channel  Noise

Developed by Wilbur Schramm

MASS MEDIA
 Mass Media Industries
The term mass media industries describes
eight types of mass media business:
1. Books
2. Newspapers
3. Magazines
4. Recordings Traditional/old Media
5. Radio
6. Movies
7. Television
8. Internet  The Newest Media
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 Mass Media Concept
There are three important mass media
concepts to understand:
1. The mass media are profit-centered
business.
2. Technological developments are
integral part of changes in the way
mass media are delivered and consumed.
3. Mass media both reflect and affect
politics, society and culture.

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 Media massa memiliki beberapa fungsi,
diantaranya to inform, to educate, to
entertain, to influence, & to make money.
 Fungsi menyiarkan informasi (to inform).
Menyiarkan informasi merupakan fungsi pers
yang utama. Khalayak pembaca berlangganan
atau membeli surat kabar karena memerlukan
informasi mengenai berbagai peristiwa yang
terjadi, gagasan atau pikiran orang lain, apa yang
dikatakan orang, dan sebagainya.
Fungsi mendidik (to educate). Sebagai sarana pendidikan massa, surat kabar
dan majalah memuat tulisan-tulisan yang mengandung pengetahuan sehingga
khalayak pembaca bertambah pengetahuannya. Fungsi mendidik ini bisa secara
implisit dalam bentuk artikel atau tajuk rencana, berita, talk show, dll.
Fungsi Mempengaruhi (to
influence)

 Fungsi mempengaruhi
menyebabkan pers memegang
peranan penting dalam kehidupan
masyarakat. Contoh media yang
dapat mempengaruhi masyarakat
dalam arti positif adalah media yang
independen, yang bebas
menyatakan pendapat, bebas
melakukan social control. Fungsi
mempengaruhi dari surat kabar,
secara implisit terdapat pada tajuk
rencana, opini, dan berita.
 Objektivitas, nilai etika dan
moral yang harus dipegang
teguh oleh surat kabar
dalam menjalankan profesi
jurnalistiknya

“
“
The people will believe what the media
tells them they believe.
 George Orwell
Fungsi hiburan (entertainment) pada media awalnya dibuat untuk
mengimbangi informasi berat yang ada. Namun saat ini, seringkali fungsi
hiburan-lah yang menjadi faktor utama yang ditampilkan oleh media.
 Acara reality show (“drama reality”) Termehek-mehek
memperoleh rating tertinggi di Trans TV (rating 7,2/share
26,6) disusul oleh “Jika Aku Menjadi” (rating 4,0/share 20,6)
Just another “drama reality”
 Booming Reality Show

RCTI Mata- You Gantian Bedah Rumah Katakan Kacau

mata Percaya, Dong Cinta
I
Percaya
SCTV Cinta Pacaran Cinta Lokasi Backstreet Cinta Kontak
Lama Pertama Monyet Jodoh
Bersemi
Kembali
Metr Snapshot
o TV
TV Mata
One Kamera

Sumber: Kompas, data 2009

 Komersialisme…

Menurut pasal 3 ayat (2) UU no 40 tahun 1999, pers nasional

dapat berfungsi sebagai lembaga ekonomi. Sebagai lembaga
ekonomi, penerbitan pers harus dijalankan dengan merujuk
pada pendekatan kaidah ekonomi, efisiensi dan efektivitas.
BOOKS
 Top Two Billionaires Women in the World:
Love to Read & Write Books
 Oprah Winfrey  J.K. Rowling
Rank: 1
Net Worth (in $ millions): 1,500 Rank: 2
Age: 52 Net Worth (in $ millions):
Marital Status: single
Kids: 0 1,000
Age: 40
Marital Status: married
Kids: 3
Source: books
 The one-time single mom on
welfare is the brains behind Harry
Potter, one of the most successful
book franchises in history. The
sixth installment, Harry Potter and
the Half-Blood Prince, was the
fastest-selling book in history,
according to Guiness World
Records.
Now, the industry are changing
 photo: donnybu
Are printed

books
already

dead?
Print-on-demand/self publishing
NEWSPAPERS
 Newspapers in the Information Age
 Newspapers resemble television news
 Emphasize color, photography and graphics
 USA Today
 Distribute newspaper content via satellite to
regional printing plants
 Competition from new technology
 National newspapers accessible on the World
Wide Web
 Web papers do not make money
 Industry consolidation
 Loss of 250 daily newspapers since the
Watergate era
 Elimination of rules against ownership of paper
and electronic media in the same market
MAGAZINES
 Modern Magazine Genres
 Newsmagazines  Women's magazines
 Time  Traditional women’s magazines have
 Henry Luce and Briton Hadden been joined by targeted magazines
 First modern weekly newsmagazine  Younger girls
 Summarize and interpret the news  Teen
 Women who are employed outside
 Photojournalism magazines the home
 Life  Working Women
 Photographic reports of world events  Feminists
 Television news led to the failure of Life  Ms.
 Visual appeal remains important  Homemakers
 Bridal magazines  Martha Stewart Living
 Fashion magazines  Hobbies
 Rock music magazines  Model Railroader Magazine
Rolling Stone

 Brew Your Own Magazine
 Village Chronicle Magazine

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Radio, Music Industry, Television & Film
 Radio Stations
 Administrative
 Management
 Technical
 Engineering
 Programming
 Disc jockeys, announcers
 Sales
 Account executives
 Sell air time

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 Issues and Concerns
 Television Effects
 Station TV like MTV had tremendous impact on the recording industry
 Image of recording artist has become more important than their music
 Sexual image aimed at pre-teens
 Copyright of music
 Royalty fees
 Fee paid to use intellectual property
 ASCAP and BMI
 1% to 2% of a radio stations gross
 Distribution of music over the Internet
 Royalties paid by Internet radio station
 High fees forced many college radio stations off the Internet
 Napster sued by Metallica and recording industry
 Killed Napster

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 Recording Industry
 Talent
 Recording artists
 Recording studios and record companies
 Technical aspects of recording
 Marketing and promotion
 Promote record sales
 Music distribution
 Get records into stores

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 Music Genres
• Alternative
• Hip-hop
• Rap
• House
• Funk
• Disco
• Punk
• Heavy
GENRE EVOLUTION: metal
Music genres continue to evolve
over time. Avril Lavigne plays a
• Classic rock
new generation of shifting punk • Motown
style, for example.
• Rockabilly
• Country

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 The production of a film is a group effort
 Producer
 Director
 Writer
 Visual designer
 Cinematographer
 The role of each person is dependent on the project
 Director may be hired just to oversee the vision of the producer
 Director may bring an artistic vision to the project
 Many films start with a draft of a script sold to a producer
or studio
 The script may be rewritten
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 Losses from piracy of
videos estimated to be
$100 billion
 It is legal to copy a film
from cable or broadcast
for your own use
 The sale of copies is
illegal
 International copyright
 Berne Copyright
Convention
 U.S. urged China to
stop producing copies
of movies and software
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 Television Transmission

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 End of the Golden Age
 Golden age of television ended as ratings become
paramount
 Buying and selling of spots becomes tied to cost per thousand
 Cost to reach one thousand viewers
 Ratings services expanded from radio to television
 Overnight ratings service was added in 1961
 Drove programs aimed at the elite eastern audience off the
air
 Highbrow drama anthologies didn’t appeal to the general audience
 Program success based on low production cost and high
ratings
 Situation comedies
 Same sets, writers, actors, and basic story each week
 Quiz shows
 Even cheaper to produce
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 TV Ratings
 Ratings
 Estimate of the percentage of the total population
watching a particular television station
 Share
 Estimate of the percentage of the people watching
television that are watching a particular television station

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 Rating and Share

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• Maraknya tayangan
kriminal di TV
– Peniruan kasus mutilasi
– Media berperan sebagai fasilitator
– Media cenderung provokatif
• Kekerasan, mistik dan seks merupakan
upaya untuk mendongkrak rating

• Dampak pada masy

– Anak & remaja: direct effect
– Dewasa: delayed effect
Cultivation Analysis
By George Gerbner
 George Gerbner, 1976, mengatakan televisi telah menjadi sumber utama
penutur cerita masyarakat.
 Ada cultivation differential di antara penonton TV:
 Mereka yang nonton TV 4 jam atau lebih sehari disebut sebagai heavy viewers
dan mereka yang nonton TV kurang dari 4 jam sehari, disebut light viewers.
 Heavy viewers terekspose lebih banyak atas kekerasan dan dengan
demikian dapat menderita Mean World Syndrome, suatu ide bahwa dunia
itu lebih buruk dari kenyataannya.
 Menurut Gebner, penggunaan berlebihan dari televisi menciptakan
sebuah populasi yang ketakutan dan homogen.
• Known as observational learning
– Viewers imitate what they see on
television
• Bobo Doll studies (1965)
– Children were shown a short film of a
child playing with a bobo doll (clown
punching bag)
– Child in the film demonstrated
unusual acts of violence
• Hitting the punching bag with a mallet
– Children copied unique aggressive
behavior seen on short film
Audience response: imitated behavior shown in
the media
Now, we spend most of our time
here…
1998 - 2008 25 M *

500 K *

* source: Indonesia ISP’s Association

 CASE STUDY

o Blendtec was a faceless

B2B/B2C blender manufacturer
that couldn’t afford a
traditional marketing
campaign

o Published low-cost videos of

CEO blending everything from
iPhones, hockey pucks to the
financial bailout

o Launched the website

WillitBlend.com and a YouTube
channel

http://www.youtube.com/blendtec
 CASE STUDY

o Chevy contest asks people

to create a winning
commercial for the Tahoe
SUV

o Website gives people online

tools to make their own
commercials including the
ability to customize text
 CASE STUDY

o Users subvert contest

with ads slamming the Tahoe
brand

o Chevy eventually removes

the website displaying videos
critical of their product

o Many parodies still exist

online (number one search
result for “Chevy Tahoe” on
Youtube)
 CASE STUDY

Lessons learned:

o Be careful when you ask for

…. user generated content
can’t be controlled

o If you’re going to ask people

their opinions be prepared
to have a conversation