Pengantar KajianMedia

“Massa” diasosiasikan negative awalnya

Definisi “common people” yang tidak terpelajar, apatis, tidak rasional,
“Massa” tanpa aturan bahkan mengarah kepada kekerasan
(Bramson, 1961)
 Konsep ini juga berarti positif
Khususnya pada sosialis, yaitu berhubungan dengan kekuatan,
Definisi solidaritas, dari masyarakat pekerja yang diorganisasikan untuk
tujuan bersama atau ketika menerima tekanan dari atasan.
“Massa” misal penggunaan ‘mass support’, ‘mass movement’ and ‘mass
action’
As Raymond Williams (1961:289)
Definisi The mediaaudience
“Massa”
 Composed of a large aggregate of people
TheConcept of Undifferentiated composition
Mass: Mainly negativeperception
Theoritical Lacking internal order or structure

Features Reflective of a wider mass society

The mass Large-scale distribution and reception of content
communication One-directional flow
process: Asymmetrical relation between sender and receiver
theoretical
features
The mass
Impersonal and anonymous relationship with audience
communicatio
Calculative or market relationship with audience
n process: Standardization and commodification of content
theoretical
features
The mass
audience: Large numbers of readers, viewers, etc.
main Widely dispersed

theoretical Non-interactive and anonymous relation to each other

features
The mass
Heterogeneous composition
audience:
Not organized or self-acting
main An object of management or manipulation by the media
theoretical
features
The mass
media The core activity is the production and distribution of information
institution: and culture

main Media acquire functions and responsibilities in the ‘public sphere’

that are overseen by the institution
theoretical
features
The mass
media Control is mainly by self-regulation, with limits set by society

institution: Boundaries of membership are uncertain

Media are free and in principle independent of political and
main economic power
theoretical
features
 new form of socializedcommunication
Mass self- It is mass communication because it reaches potentially a global
communication audience through the p2p [person to person] networks and
Internet connection.
 The backbone is made of computer networks
Mass self- language isdigital
communication senders are globallydistributed
globally interactive
 Multimodal
Mass self- self-generated incontent
communication self-directed inemission
self-selected in reception by many that communicate with many