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Saturday 6 September 2014

EFFECTS OF MASS COMMUNICATION THEORY

The effect of messages disseminated by the mass media communicators arise as a target communication communicant. Therefore, the inherent effect on the audience as a result of physiological changes. Regarding the effect of this communication has been mentioned upfront, which is classified as a cognitive effect (Cognitive Effect) ineffective (Affective Effect) or conative effects are often called behavioral effects (Behavioral Effects)
Efk associated with cognitive thought or reasoning, so that the audience does not know the original, which was not understood, which had become was clearly confused. Examples of communication through mass media messages that cause the cognitive effects including news, editorials, articles, event information, educational events and so on.
Effective effects associated with feelings, a result of reading newspapers or magazines, listen to the radio, watching television, or movie theaters, certain feelings arise in the audience. feelings as a result of exposure to the mass media can vary, so happy laughing, sad that shed ait eyes, afraid to shudder and others feeling that just churned in the liver, such as feeling angry, resentful, annoyed, disappointed, curious, unfortunately, exasperated, cynical, kecul and so on. Example rubric or media events that can lead to effective among other effects, corner, poems, photographs, illustrated stories, serialized stories, radio plays, drama, television, the film's story, and others. [1]
Conative effects concerned with intention, determination, effort, effort, which tends to be an activity or action. Because the form of the behavior, then as noted above conative effects are often referred to as behavioral effects.


CHAPTER II
DISCUSSION

A. Stimulus Response
Stimulus Response Theory is basically a simple learning principle, where the effect of a reaction to a particular stimulus. Of this theory are: (a) message (stimulus); (b) a receiver or receiver (organism); and (c) the effect (response).
This principle is the basis of the stimulus response of the hypodermic needle theory, classical theory regarding the effects of the mass media are very influential. As mentioned above, the hypodermic needle theory considers that a mass media described as a drug that is injected into the blood vessels audience, then the audience will react as expected. In a mass society, where the stimulus-response principle assumes that the message information prepared by the media and distributed systematically and in a state wide. Thus accepted by a large number of individuals, open aimed at individuals and maximize the number of recipients and the response by the audience, while increasing response by the audience. [2]
In 1970, Melvin DeFleur modify the stimulus-response theory known as the theory of individual differences in mass communication (Individual differences). Here it is assumed, that the media messages containing certain stimuli which interact differently with the personal characteristics of the members (the audience). This DeFleur theory have explicitly recognized the existence of psychological intervention variables that interact with mass media exposure in effect. The essence of this model is its focus with individuals as recipients of the message from causal assumptions, and based on the change in attitude as a measure for the change in behavior.
B. Theory of Innovation
One of the problems of empirical mass communication is related to the process of innovation adoption. This is relevant to the community and society emerging maj, because there is a continuous need in the social and technological change, to replace the old ways with the new techniques.
Everett M. Rogers (1983: 165) says, reformulate this theory assumes that there are at least 5 stages disfusi dala an innovation process: first, knowledge: awareness of the individual will be the innovation function, second, Persuasion: individuals form / have properties that agree or disagree with these innovations. Third, Decisions: individuals involved in activities on an option to adopt the innovation. Fourth, Implementation: individual decision to implement it in accordance with the option-pilihannya.kelima, Confirmation: the individual will seek the opinion that upheld the decision that has been taken.
Referring to the explanation Sendjaja (2002: 2: 17), that this theory includes a number of ideas on innovation diffusion process as follows:
1 This theory distinguishes three main stages of the overall process into stages antecedents, processes and consequences. The first stages refers to the situation. For example, adoption of innovations is usually more apt to occur in those who are open to change, to appreciate the need for information.
2 Keep the separation of the functions is different from ": knowledge", "persuasion" and "confirmation", which usually occurs in the processing stages, although these stages do not have to fully complete / incomplete. For example, some of the characteristics associated with tungkat persuasion. People who know do not have the earlier opinion leaders, several studies have shown, that the 'know more early' or 'out later / lag' associated with a certain level of social-social.
3 Diffusion of innovations usually involve a variety of different sources of communication (mass media, advertisement or promotion, counseling or social contacts informal), and the effectiveness of these sources will be different at each stage.
4 This theory see 'variables recipients' functioning in the first stage (knowledge), because the knowledge gained will be influenced by personality or social characteristics. Nonetheless, at least some innovation disfusi receiver variable.

C. Communication Two-Stage
Lazarsfeld propose the idea of ​​a two-phase communication '(two-step flow) and kosep' opinion leaders'. Sendjaja (2002: 5:16), two stages of communication theory and the concept of opinion leaders have the following assumptions:
a. Individuals are not isolated from social life, but is a member of the social groups to interact with others.
b. Response and reaction to the message of the media does not occur directly and immediately, but through the mediation of and influenced by the social relations.
c. There are two processes that take place, the first regarding the acceptance and attention, and the second relates to the response in the form of approval or rejection of an effort to influence or delivery of information.
d. Individuals are not the same attitude towards the media message.
e. Indiviu-play a more active individuals (opinion leaders) is characterized by the use of mass media is greater the higher the level of association.


CHAPTER III
CONCLUSION

Mass communication is the effect of messages disseminated by the mass media communicators arise as a communicant communications objectives.
Because the cognitive effects are also associated with a thought or reasoning, so that the original audience did not know that was not understood, which had become confused feeling unclear.
Thus one can explain the close links between media messages and reactions. As mentioned above, the hypodermic needle theory considers that a mass media described as a drug that is injected into a blood vessel audience, then the audience will react as expected.
One of the problems of empirical mass communication is related to the process of innovation adoption are saying or reformulate this theory assumes that there are at least 5 stages in a process of diffusion of innovation, namely:
1 Knowledge
2 Persuasion
3 decision
4. deploy
5. confirmation

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