Public & Mass

Communication
Session 12 Introduction to Communication Science
 In this chapter, we will learn…

 The difference between public and

mass communication
 The role of public and mass
communication
 The effects of each communication
context
 Karakteristik Komunikasi Publik
& Massa
- Audience
- Audience
- Impersonality
- Planned, predictable &
formal
- Source control
- Limited interactivity
(feedback)
- Source centrality
- Mass media are involved
(for mass communication)
Public Communication
is a form of communication to a
large group of listeners (audience)
 Tujuan Komunikasi Publik
• Penerangan
• Menghibur
• Membujuk
• etc
Public Communication
Example:
- Preach
- Seminar
- Public Speaking
- Press Conference
- Theatre, concert, etc
 Key Elements of Public
Communication

- Speech
- Presentation
- Audience Analysis & Adaptation
- Developing Purpose & Thesis
- Making Argument
- Use of Evidence
- Visual Aids
- Communication Apprehension
 100
80
Everyday (93%)
60
Sometimes (7%)
40 Never (0%)
20
0
Jakarta citizen (>10 years), Watching TV (24-26 Nov 2006)

Source: AGB Nielsen, Edisi 6, Feb 2007

 Mass
Communication

Session 12 Introduction to Communication Science

Communication to a very large audience
through media forms (print or electronic).
Definition of Mass Communication
Komunikasi massa adalah pesan-pesan
dikomunikasikan melalui media massa
pada sejumlah besar orang.
(komponen-komponen disini mencakup
adanya pesan-pesan, media massa,
khalayak)
John R. Bittner
Mass Communication: An Introduction (1980)
Definition of Mass Communication
Komunikasi massa adalah suatu proses
dalam mana komunikator-komunikator
menggunakan media untuk menyebarkan
pesan-pesan secara luas, dan secara terus
menerus menciptakan makna-makna yang
diharapkan dapat mempengaruhi khalayak
yang besar dan berbeda-beda melalui
berbagai cara.
Melvin L. Defleur and Everette E. Dennis
Understanding Mass Communication (1985)
Components of
Mass Communication
(Five Ms):

1. Mass Communicators
2. Mass Messages
3. Mass Media
4. Mass Communications
5. Mass Audiences

The Media of Mass Communication

John Vivian
 Mass Communicators
- The people who produce the messages that are
carried in the mass media, include: journalists,
scriptwriters, producer, lyricists, novelist,
television anchors, radio disc jockeys, advertising
copywriters, and etc.
- Message crafter

- They can’t see their

audience directly.
 Mass Messages
A news item is a mass message, as are a
movie, a novel, a recorded song, and
billboard advertisement, etc.
The message is the most apparent part of
our relationship to the mass media
 Dampak Pesan Media Massa
(Pengantar Ilmu Komunikasi, Prof . Sasa Djuarsa Sendjaja)

1. Dampak Kognitif
- perubahan apa yang diketahui, dipahami,dipersepsi
Cover majalah CLEO edisi Juli 2008 dan
Print Ad “Motion”
 Gambar 3 Gambar 4
Gambar 5
Gambar 1
Gambar 2 Gambar 6

12 varian sepatu

Gambar 8
Halilintar
Coretan Gambar 7

Logo-logo
Website

Kalimat isi

Klasifikasi tanda iklan toko sepatu Motion

 Dampak Pesan Media Massa
2. Dampak Afektif
- mengubah apa yang dirasakan, disenangi, dibenci,etc
- berkaitan dengan perasaan, rangsangan emosional,
sikap, atau nilai.
influenced by
mass media
 Dampak Pesan Media Massa
3. Dampak Konatif
- menimbulkan pola-pola
tindakan, kegiatan, atau perilaku nyata yang
dapat diamati
April 6, 2005
• The more television 4-year-old
children watch the more likely they
are to become bullies later on in
school, a new study from the
University of Washington said.
• At the same time, children whose
parents read to them, take them on
outings and just generally pay
attention to them are less likely to
become bullies, said the report.

Full report
March 28, 2007
Washington, D.C. – As the fight against
childhood obesity escalates, the issue of
food advertising to children has come
under increasing scrutiny. Policymakers in
Congress, the Federal Trade Commission
(FTC), and agencies such as the Institute
of Medicine (IOM) have called for
changes in the advertising landscape,
and U.S. food and media industries are
developing their own voluntary initiatives
related to advertising food to children.
Read the study from Kaiser Family Foundation
July 12, 2007
NEW HAVEN, Connecticut: Overweight
children are stigmatized by their peers as
early as age 3 and even face bias from their
parents and teachers, giving them a quality of
life comparable to people with cancer, a new
analysis concludes.
• Full article
August 7, 2006
A RAND Corporation study issued today
presents the strongest evidence yet that
sexually degrading lyrics in music
encourage adolescents to more quickly
initiate sexual intercourse and other
sexual activities.
The study found that the more time
adolescents spend listening to music with
sexually degrading lyrics, the more likely
they are to initiate intercourse and other
sexual activities.
full story
 Mass Media
The mass media are the vehicles that
carry the messages.
The primary mass media are
books, magazines,
newspapers, television,
radio, sound recordings,
movies and the web.
 Mass Media
The term mass media industries describes
eight types of mass media business:
• Books
• Newspapers
• Magazines
• Recordings
• Radio
• Movies
• Television
• Internet
 Mass Communication
The process through which messages
reach the audience via mass media is
called mass communication.
 Mass Audiences
Recipients of mass messages,
Example: readers of a newspaper/books/
magazines, viewer of a television,
radio listener, surfer on the www, etc.
Characteristics of Mass audiences
- Fickle
- Large number of people
- Diversity
- Interprets the messages
PIC Model of Mass Communication

I
P Information C
Production Products Consump-
& tion
Services

P: Mass communication organizations create & distribute information

products & services
I: Information products & services are distributed to audience
C: Information products & services compete for attention, acceptance & use
among audience
 Fungsi Komunikasi Massa
(Lasswell & Wright)

• Pengawasan Lingkungan
• Korelasi
• Sosialisasi
• Hiburan
 Fungsi Komunikasi Massa
(Luas)
1. Packaging & Distribution of Culture
2. Popularizing & Validating Function
- News & Information
- Sports: Heroes & Villains
- Video & Computer Games: Control &
Consequences
3. Commercializing Function
4. Social Contact & Sense of Community
Culture Packaging & Distribution:
Akulturasi via Media

Kunjungi Warung Suriname -

VOA Pop Notes "Ep. Puasa di
AS" 8 September 2009
Dalam situasi kritis atau konflik dimana sistem
sosial tidak stabil, kecenderungan
ketergantungan terhadap media makin besar
Commercializing Function: Consumption
Effect on The Audience
THE EFFECTS OF PUBLIC & MASS
COMMUNICATION
 • “…
The Communicator/Producer
Perspective
• See the source,
message,
technology,
information products
& services as
controlling
influences on
audience members

www.milkeninstitute.org/newsroom/photos/gc04_rmurdoch.jpg
Data statistik di Amerika Serikat menunjukkan bahwa anak-anak
menonton televisi sampai 28 jam setiap minggunya.
Akibatnya, saat mereka berusia remaja (sekitar 18 tahun), mereka
telah menyaksikan sekitar 16.000 adegan pembunuhan dan
200.000 tindakan kekerasan.
 Tayangan Kekerasan dalam Berita Kriminal di
Indonesia
Stasiun TV Berita Kriminal Stasiun TV Berita Kriminal
RCTI •Sergap ANTV - Sidik Jari
Indosiar •Patroli - Bidik
•Jejak Kasus
LATIVI (skrg TVOne) - Indonesia Crime Story
SCTV •Buser - Investigasi
•Derap Hukum
Trans TV •Kriminal METRO TV

TPI •Sidik
TV7 •TKP (Tajuk
(skrg Trans 7) Kriminal
Perkotaan)
•Modus
Sumber: Agus Sudibyo, data 2003
The Audience/Consumer Perspective, emphasize
the role audience members play in public and
mass communication
 Uses & Gratifications

• Teori ini memfokuskan pada

penggunaan (uses) isi media untuk
memperoleh pemenuhan
Blogs
(gratification) atas kebutuhan
seseorang
•Audience memiliki peran aktif
dalam memilih media mana yang
sesuai dengan kebutuhannya
• Penelitian uses & gratifications
mencoba untuk menjawab
pertanyaan “mengapa orang
menggunakan media, dan apa yang
mereka gunakan untuk media?”
 Menurut Dennis
McQuail, ada 4 motivasi
yang mendorong kita
menggunakan media
 Investors…
Diversion, untuk melepaskan diri dari rutinitas
dan masalah, sebagai sarana pelepasan emosi
Surveillance, sebagai bentuk pencarian
informasi
Personal relationship, untuk persahabatan dan
kebutuhan bersosialisasi
 For video, please check

http://www.youtube.com/ me

Personal identity, sebagai identitas

diri, referensi diri, eksplorasi realitas
dan penguatan nilai-nilai pribadi
The Integrating Perspectives
Communicators, messages and
technologies play an important role in
defining , influencing and shaping the uses.
In return, as audience members, we impact
the communicators through the choices we
make.
That explains why
 Summary
• Public and masscommunication play
a critical role in creating and
disseminating messages.
• Public and mass communication are
created and disseminated to a
relatively large number of receivers,
and setting that is relatively
impersonal.
• Mass communications is an extension
of public communication involving
technology.
• The process of mass communication
including production, distribution
and consumption.
• Four basic functions of mass
communication are: surveillance,
correlation, socialization and
entertainment
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