Theories of communication takes place in global , in the sense of the word theory is used as a premise in a study or used as an approach to study the phenomenon, could be an old theory that displayed a scholar than a decade or two decades or even more than the previous.
Communication theories that are generally associated with the existing mass media since the 1990s is increasingly strong that the impact is becoming increasingly stronger and wider.
DISCUSSION
COMMUNICATION THEORIES ON STAGE NEXT
A. Diffusion of Innovation Theory (Diffusion of Innovation Theory)
Innovation diffusion models lately widely used as an approach in development communication. Especially in developed countries, including Indonesia.
Among the thoughts of the experts is that proposed by Everett M. Rogers who wrote a book titled "Diffusion of Innovations" and "Communication Technology, The New Media in Society" and together with F, Floyd Shoemaker wrote the book "Communication of Innovation".
Rogers defines diffusion as the process by which an innovation is communicated malalui specific channel within the specified time period among the members of a social system (the process by the which an innovation is communicated through certain channels overtime Among the members of a social system). Diffusion is a special type of communication associated with the spread of messages as a new idea. While communication is defined as a process where the actors create the mutual exchange of information and the information to achieve mutual understanding.
The main elements of the diffusion of ideas are:
1) Innovation
2) What is communicated through certain channels
3) Among the members of a social system
Innovation is an idea, work or subject that is considered new by someone, whereas the characteristic pre innovations perceived by members of a social system determines the level of adoption. Five characteristics of innovation according to Rogers is as follows (1983: 35)
a) Relative advantage (relative advantage)
b) Compatibility (suitability)
c) Complexily (complexity)
d) Trialability (possibly shot)
e) Observability (possibly observable)
Rogers stated that the mass media is more effective to create a whole knowledge of innovations, whereas private channel between more effective in forming and experimental attitude towards new ideas, so in an effort to influence the decision to adopt or reject a new idea.
B. Planning Agenda (Agenda Setting Theory)
Agenda setting a model for the first time displayed by the ME MC. Combs and D.L. Shaw in "Public Opinion Quarterly" published in 1972 titled "The Agenda Setting Function of Mass Media". Both experts said that "if the media put pressure on an event, then the media will affect the audience to consider it important. [1]
According to David H. Heaver in his work entitled "medium" setting the agenda or media manipulation "in 1981 said that the press as a community mass media do not reflect reality, but rather to filter and shape it like a kaleidoscope designation filtering and shaping light.
Regarding the agenda setting Alexis S. Tan further concluded that the mass media influence political cognition in two ways:
a. Media effectively inform political events to audiences
b. Media influence public perception of the importance of political issues.
Meanwhile, according to his thinking Manhain in setting the agenda include 3 agenda, the media agenda, the public agenda and the policy agenda. Each item on the agenda has dimensions as beirkut:
1) To the media, dimensions:
- Visibility
- Audience sanence
- Valence (valence) (notice how an event)
2) For the public agenda-dimensional dimensions:
- Familiarity (familiarity)
- Personal salience (personal protrusion)
- Favorability (pleasure)
3) For the dimensions of policy agenda
- Support (support)
- Likelihood of action (possible events)
- Freedom of action (freedom of action).
C. Theory of Usability and Satisfaction (Uses and Gratification Theory)
This model is a shift in focus from destination to destination possibilities communicator, this model determines the function of mass communication in serving the public. [2]
Herbert Blumer and Elihu Kat is the first to introduce this theory, Uses and Gratification theory was introduced in 1974 in his book The Uses of Mass communications aon Current Persperctive on Gratification Research, this theory belongs Blumer and Katz said that media users play an active role to choosing and using the media.
Media users trying to find the source of media that best meet their needs in the business means gratification theory perspective on research assumes that the user has the option of an alternative to satisfy their needs.
Uses and Gratification theory more emphasis on humane approach in view of the mass media means that man has autonomous authority to treat the media. Blumer and Katz believe that there is only one way for the public to use the media on the contrary, they believe that there are many reasons for using media audiences.
In the opinion of this theory of media consumers have the freedom to decide how (through which medium) they use the media and how the media will have an impact on him.
Uses and Gratification theory operates in a manner such as:
- Cognitive Needs are needs related to affirmation, information, knowledge and understanding of the environment.
- The need effective is related needs confirmation estesis experiences enjoyable and emotional.
- The need for personal and social needs
D. Signs Systems Theory Semiotics
Semiotic (semiotic) is a theory about giving "sign. Semiotic Broadly classified into three basic concepts, namely the semiotic pragmatic (semiotic pracmatic), semiotic sintatik (semiotic syntatic) and semantic semiotic (semantic semiotic)
1 Pragmatic Semiotics (Pragmatic Semiotic)
Semiotic pragmatic outline of the origin of the sign, the sign by which the usefulness of applying it, and those who interpret the sign of the effect, within the limits of the subject's behavior. In architecture, semiotic prakmatik an overview of the influence of the architecture (as a system of signs) on humans in the use of the building. Prakmatik semiotic architecture effect on the human senses and personal feelings (kesimnambungan, body position, muscles and joints). Architectural works will be interpreted as a result of the perception by the observer, then the result of that perception can affect the observer as a user in the use of architectural works. In other words, the work is a form of architecture that can affect the wearer.
2 Semiotics Sintatik (Semiotic syntatic)
Semiotic sintatik describes a combination of signs without regard to the "meaning" of her or his relationship to the subject's behavior. This sintatik semiotic megabaikan influence due to the interpreting subject. In architecture, semiotic sintatik an overview of the architecture as the embodiment of a combination of various alloys and sign systems. The work of architecture will be described in a compositional and its parts, the relationship between the inside of the whole will be spelled out clearly.
3 Semantics Semiotics (Semiotic Semantic)
Semiotic semantics describes the meaning of a sign in accordance with the 'meaning' conveyed. In architecture an overview of the semantic semiotic system of signs that can be delivered in accordance with the meaning. The work of architecture is the embodiment of meaning to be conveyed by the designer through his form of expression. The form will be interpreted again as a result of the perception by the observer. Embodiment of the meaning of a design can be understood and accepted as appropriate by the observer, if the expression is to be conveyed by the same designer observer perception.
Ferdinand de Saussure 4.
Semiotics is the theory proposed by Ferdinand de Saussure (1857-1913). In this theory simiotik divided into two parts (dichotomy) the marker (signifier) and sign (the signified). Markers seen as a form / physical form can be known through the work of architectural form, is being seen as a sign of meaning are revealed malalui concepts, functions and / or values contained in works of architecture. Existence Saussure semiotics is the relation between signifier and signified by convention, commonly referred to as significance. Semiotics is the significance of studying a system of signs that mark the relation of elements in a system based on specific rules or conventions. Social consensus needed to be able to interpret these signs.
According to Saussure, the sign is composed of: the sounds and images, is called the signifier or marker, and the concepts of sounds and images, is called the signified.
In communication, a person uses a sign to send the meaning of objects and other people will interpret these signs. Objects for Saussure called "referent" almost akin to Peirce termed interprent to object to the signifier and the signified, Saussure difference interpret the "object" as a referent and mention it as an additional element in the process of adding.
CLOSING
CONCLUSION
Innovation is an idea, work or subject that is considered new by someone, whereas the characteristic pre innovations perceived by members of a social system determines the level of adoption.
Diffusion is a special type of communication associated with the spread of messages as a new idea. While communication is defined as a process where the actors create the mutual exchange of information and the information to achieve mutual understanding.
Semiotic (semiotic) is a theory about giving "sign. Semiotic Broadly classified into three basic concepts, namely the semiotic pragmatic (semiotic pracmatic), semiotic sintatik (semiotic syntatic) and semantic semiotic (semantic semiotic).
Communication theories that are generally associated with the existing mass media since the 1990s is increasingly strong that the impact is becoming increasingly stronger and wider.
DISCUSSION
COMMUNICATION THEORIES ON STAGE NEXT
A. Diffusion of Innovation Theory (Diffusion of Innovation Theory)
Innovation diffusion models lately widely used as an approach in development communication. Especially in developed countries, including Indonesia.
Among the thoughts of the experts is that proposed by Everett M. Rogers who wrote a book titled "Diffusion of Innovations" and "Communication Technology, The New Media in Society" and together with F, Floyd Shoemaker wrote the book "Communication of Innovation".
Rogers defines diffusion as the process by which an innovation is communicated malalui specific channel within the specified time period among the members of a social system (the process by the which an innovation is communicated through certain channels overtime Among the members of a social system). Diffusion is a special type of communication associated with the spread of messages as a new idea. While communication is defined as a process where the actors create the mutual exchange of information and the information to achieve mutual understanding.
The main elements of the diffusion of ideas are:
1) Innovation
2) What is communicated through certain channels
3) Among the members of a social system
Innovation is an idea, work or subject that is considered new by someone, whereas the characteristic pre innovations perceived by members of a social system determines the level of adoption. Five characteristics of innovation according to Rogers is as follows (1983: 35)
a) Relative advantage (relative advantage)
b) Compatibility (suitability)
c) Complexily (complexity)
d) Trialability (possibly shot)
e) Observability (possibly observable)
Rogers stated that the mass media is more effective to create a whole knowledge of innovations, whereas private channel between more effective in forming and experimental attitude towards new ideas, so in an effort to influence the decision to adopt or reject a new idea.
B. Planning Agenda (Agenda Setting Theory)
Agenda setting a model for the first time displayed by the ME MC. Combs and D.L. Shaw in "Public Opinion Quarterly" published in 1972 titled "The Agenda Setting Function of Mass Media". Both experts said that "if the media put pressure on an event, then the media will affect the audience to consider it important. [1]
According to David H. Heaver in his work entitled "medium" setting the agenda or media manipulation "in 1981 said that the press as a community mass media do not reflect reality, but rather to filter and shape it like a kaleidoscope designation filtering and shaping light.
Regarding the agenda setting Alexis S. Tan further concluded that the mass media influence political cognition in two ways:
a. Media effectively inform political events to audiences
b. Media influence public perception of the importance of political issues.
Meanwhile, according to his thinking Manhain in setting the agenda include 3 agenda, the media agenda, the public agenda and the policy agenda. Each item on the agenda has dimensions as beirkut:
1) To the media, dimensions:
- Visibility
- Audience sanence
- Valence (valence) (notice how an event)
2) For the public agenda-dimensional dimensions:
- Familiarity (familiarity)
- Personal salience (personal protrusion)
- Favorability (pleasure)
3) For the dimensions of policy agenda
- Support (support)
- Likelihood of action (possible events)
- Freedom of action (freedom of action).
C. Theory of Usability and Satisfaction (Uses and Gratification Theory)
This model is a shift in focus from destination to destination possibilities communicator, this model determines the function of mass communication in serving the public. [2]
Herbert Blumer and Elihu Kat is the first to introduce this theory, Uses and Gratification theory was introduced in 1974 in his book The Uses of Mass communications aon Current Persperctive on Gratification Research, this theory belongs Blumer and Katz said that media users play an active role to choosing and using the media.
Media users trying to find the source of media that best meet their needs in the business means gratification theory perspective on research assumes that the user has the option of an alternative to satisfy their needs.
Uses and Gratification theory more emphasis on humane approach in view of the mass media means that man has autonomous authority to treat the media. Blumer and Katz believe that there is only one way for the public to use the media on the contrary, they believe that there are many reasons for using media audiences.
In the opinion of this theory of media consumers have the freedom to decide how (through which medium) they use the media and how the media will have an impact on him.
Uses and Gratification theory operates in a manner such as:
- Cognitive Needs are needs related to affirmation, information, knowledge and understanding of the environment.
- The need effective is related needs confirmation estesis experiences enjoyable and emotional.
- The need for personal and social needs
D. Signs Systems Theory Semiotics
Semiotic (semiotic) is a theory about giving "sign. Semiotic Broadly classified into three basic concepts, namely the semiotic pragmatic (semiotic pracmatic), semiotic sintatik (semiotic syntatic) and semantic semiotic (semantic semiotic)
1 Pragmatic Semiotics (Pragmatic Semiotic)
Semiotic pragmatic outline of the origin of the sign, the sign by which the usefulness of applying it, and those who interpret the sign of the effect, within the limits of the subject's behavior. In architecture, semiotic prakmatik an overview of the influence of the architecture (as a system of signs) on humans in the use of the building. Prakmatik semiotic architecture effect on the human senses and personal feelings (kesimnambungan, body position, muscles and joints). Architectural works will be interpreted as a result of the perception by the observer, then the result of that perception can affect the observer as a user in the use of architectural works. In other words, the work is a form of architecture that can affect the wearer.
2 Semiotics Sintatik (Semiotic syntatic)
Semiotic sintatik describes a combination of signs without regard to the "meaning" of her or his relationship to the subject's behavior. This sintatik semiotic megabaikan influence due to the interpreting subject. In architecture, semiotic sintatik an overview of the architecture as the embodiment of a combination of various alloys and sign systems. The work of architecture will be described in a compositional and its parts, the relationship between the inside of the whole will be spelled out clearly.
3 Semantics Semiotics (Semiotic Semantic)
Semiotic semantics describes the meaning of a sign in accordance with the 'meaning' conveyed. In architecture an overview of the semantic semiotic system of signs that can be delivered in accordance with the meaning. The work of architecture is the embodiment of meaning to be conveyed by the designer through his form of expression. The form will be interpreted again as a result of the perception by the observer. Embodiment of the meaning of a design can be understood and accepted as appropriate by the observer, if the expression is to be conveyed by the same designer observer perception.
Ferdinand de Saussure 4.
Semiotics is the theory proposed by Ferdinand de Saussure (1857-1913). In this theory simiotik divided into two parts (dichotomy) the marker (signifier) and sign (the signified). Markers seen as a form / physical form can be known through the work of architectural form, is being seen as a sign of meaning are revealed malalui concepts, functions and / or values contained in works of architecture. Existence Saussure semiotics is the relation between signifier and signified by convention, commonly referred to as significance. Semiotics is the significance of studying a system of signs that mark the relation of elements in a system based on specific rules or conventions. Social consensus needed to be able to interpret these signs.
According to Saussure, the sign is composed of: the sounds and images, is called the signifier or marker, and the concepts of sounds and images, is called the signified.
In communication, a person uses a sign to send the meaning of objects and other people will interpret these signs. Objects for Saussure called "referent" almost akin to Peirce termed interprent to object to the signifier and the signified, Saussure difference interpret the "object" as a referent and mention it as an additional element in the process of adding.
CLOSING
CONCLUSION
Innovation is an idea, work or subject that is considered new by someone, whereas the characteristic pre innovations perceived by members of a social system determines the level of adoption.
Diffusion is a special type of communication associated with the spread of messages as a new idea. While communication is defined as a process where the actors create the mutual exchange of information and the information to achieve mutual understanding.
Semiotic (semiotic) is a theory about giving "sign. Semiotic Broadly classified into three basic concepts, namely the semiotic pragmatic (semiotic pracmatic), semiotic sintatik (semiotic syntatic) and semantic semiotic (semantic semiotic).
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