PROGRAM STUDI ILMU KOMUNIKASI

FAKULTAS ILMU KOMUNIKASI

UNIVERSITAS MULTIMEDIA NUSANTARA
SEMESTER GASAL TAHUN AJARAN 2022/2023

KODE MSC3006 – Global Communication & Popular Culture

Minggu/Pertemuan ke 3 – Model Komunikasi Internasional

Tim Dosen:

Frenia Triasiholan A.D.S. Nababan, S.Sos, M.Si

Arindra Karamoy, S.E., M.Si
Ratu Laura Baskara, S.Psi, M.Sc
 Sub-Capaian Pembelajaran Mata Kuliah:

SUB-CPMK 3 - Able to describe international communication models -

(C3);

KODE MSC3006 – Global Communication & Popular Culture – 2021/2022

Intro

All living human beings communicate through:

• Sounds
• Speech
• Movements
• Gestures
• and language
Intro

Communication involves many human activities:

• Speaking
• Listening
• Reading
• Writing
• Viewing
• and creating images
 Model of Communication
(Western)

(North American / European): South and East Europe:

• sender orientation • Dialogue
• monologue • Empathy
• Utterance/contextual
 Model of Communication
(Asian)

• Asian: communication varies with roles and relationships,

with concern for belonging to the community and fitting in
and occupying one’s proper place

General Asian: East / West Asian:

• harmony in interpersonal
relationships
• indirectness in communication
• distinction of in-group and out-
group
• adaptation to the different
groups and to the context and
situation
• deliberation of the message in
the mind of the sender of the
message
• the ability of the receiver of the
message to read the other’s
mind.
Classic Model of Communication
feedback

feedback
 PENGERTIAN KOMUNIKASI

The Constitutive Model

INTERNATIONAL COMMUNICATION PROCESS

A B
Home Country Foreign Country
Cultural Context Cultural Context
Culture and Communication Styles
Interpersonal Communication Styles

Low Context High Context

Orality Literacy

Verbal Non Verbal

Individualism Collectivism

Explicit Implicit
Cross-Culture Communication Model

Source: Matthews & Thakkar, 2012

 POWER
DISTANCE

LONG-TERM/
UNCERTAINTY
SHORT-TERM
AVOIDANCE
ORIENTATION

5 Cultural
Dimensions

MASCULINITY INDIVIDUALISM
/ FEMINITY /COLLECTIVISM
Hofstede, 1980
Mass Communication Styles
Influence
• Content
• Form
• Style
The influence of culture on content, form, and style can be
recognized in literature, mass media programs, public
relations, and advertising

“Fun is not a Russian concept,” says Moscow sociologist Maria

Zolotukhina
Mass Communication Styles

Press releases from American public relations agencies reflect

U.S. culture. They are short and to the point.

A characteristic of Latin American literature is a general

aesthetic outlook, moving into a world of the fantastic and
bizarre, a baroque artistic style
Advertising Styles
Four elements of advertising style can be distinguished. Each
will vary by culture:

1. Appeal (including motives and values)

2. Communication style (e.g., explicit, implicit, direct,

indirect)

3. Basic advertising form (e.g., testimonial, drama,

entertainment)

4. Execution (e.g., how people are dressed, the look of

kitchens, or male-female roles)
How is it related to Digital
Communication in ‘zaman now’?
Social Media Culture Map
Media usage influenced by global culture

“The Internet at the start seemed to be a universal global

medium, soon usage differences across countries became
apparent…”
• The Information Function • The Social Function
• E-Commerce • Social Network Service
• Online PR • Blog
• E-Wom
• Viral Marketing
References

1. De Mooij, M. (2014). Global Marketing and Advertising: Understanding Cultural Paradoxes.

Sage: Los Angeles.
2. Jandt, F.E. (2018). An Introduction to Intercultural Communication: Identities in Global
Community. Sage: Los Angeles
3. Louhiala-Salminen, L. & A. Kankaanranta (2011).“Professional communication in a global
Businesscontext: The notion of global communicativecompetence”. IEEE Transactions
on ProfessionalCommunication, Special issue on ProfessionalCommunication in Global
Contexts54: 244-262. (3) (PDF) "What language does global business speak?" - The concept
and development of BELF. Available from:
https://www.researchgate.net/publication/286044842_What_language_does_global_business
_speak_-_The_concept_and_development_of_BELF [accessed Aug 11 2021].
4. C., L., & Thakkar, B. (2012). The Impact of Globalization on Cross-Cultural Communication.
Globalization - Education and Management Agendas. doi:10.5772/45816
THANK YOU