Matakuliah
Tahun
: U0062/Strategi Manajemen Persuasi
: 2006
Komunikasi Massa
Pertemuan 5
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Mass Communication
• Mass Communication is the term used to
describe the academic study of various
means by which individuals and entities
relay information to large segments of the
population all at once through mass media.
• Mass communication occurs when a small
number of people send messages to a large
anonymous and usually heterogeneous
audience through the use of specialized
communication media.
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Mass Communication
• Mass Communication is the term used to
describe the academic study of various
means by which individuals and entities
relay information to large segments of the
population all at once through mass
media.
• Mass Communication represents the
creation and sending of a homogeneous
message to a large heterogeneous
audience through the media. Mass
communication studies the uses and
effects of the media by many as opposed
to the study of human interaction as in
other communication contexts.
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Mass Communication
• The units of analysis for mass
communication are the messages, the
mediums, and the audience.
• Mass media is a term used to denote, as
a class, that section of the media
specifically conceived and designed to
reach a very large audience (typically at
least as large as the whole population of a
nation state).
It was coined in the 1920s with the advent
of nationwide radio networks and of masscirculation newspapers and magazines.
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Mass Communication
• Mass media is a term used to denote, as
a class, that section of the media
specifically conceived and designed to
reach a very large audience (typically at
least as large as the whole population of a
nation state).
It was coined in the 1920s with the advent
of nationwide radio networks and of masscirculation newspapers and magazines.
• The units of analysis for mass
communication are the messages, the
mediums, and the audience.
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Mass Communication
The mass-media audience has been
viewed by some commentators as
forming a mass society with special
characteristics, notably atomization or
lack of social connections, which render
it especially susceptible to the influence
of modern mass-media techniques such
as advertising and propaganda.
It is also gaining popularity in the
blogosphere when referring to the
mainstream media.
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Komunikasi Massa
Dalam komunikasi dikenal istilah
komunikasi massa. Komunikasi massa
menurut Michael W Gamble dan Teri Kwal
Gamble (1988) :
 Komunikator dalam komunikasi massa
mengandalkan peralatan modern untuk
menyebarkan atau memancarkan pesan
secara cepat kepada khalayak yang
luas dan tersebar. Pesan itu disebarkan
melalui media modern pula antara lain
surat kabar, majalah, televisi, film, atau
gab. dari media tersebut.
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Komunikasi Massa
 Komunikator dalam komunikasi massa
dalam menyebarkan pesan-pesannya
bermaksud mencoba berbagi pengertian
dengan jutaan orang yang tidak saling
kenal atau mengetahui satu sama lain.
Anonimitas audience dalam komunikasi
massa inilah yang membedakan dengan
jenis komunikasi yang lain. Bahkan
pengirim dan penerima pesan tidak
saling mengenal satu sama lain.
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Komunikasi Massa
 Pesan adalah publik. Artinya bahwa
pesan ini bisa didapatkan dan diterima
oleh banyak orang. Karena itu diartikan
milik publik.
 Sebagai sumber, komunikator massa
biasanya organisasi formal seperti
jaringan, ikatan, atau perkumpulan.
Komunikatornya tidak berasal dari
seseorang, tetapi lembaga. Lembaga
inipun biasanya berorientasi kepada
keuntungan bukan organisasi sukarela
atau nirlaba.
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Komunikasi Massa
 Komunikasi massa dikontrol oleh gate
keeper (pentapis informasi). Artinya,
pesan yang disebarkan / dipancarkan,
dikontrol oleh sejumlah individu dalam
lembaga tersebut sebelum disiarkan
lewat media massa. Ini berbeda dengan
komunikasi antar pribadi, kelompok atau
publik dimana yang mengontrol tidak
oleh sejumlah individu. Beberapa
individu dalam komunikasi massa itu
ikut berperan dalam membatasi,
memperluas pesan yang disiarkan.
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Komunikasi Massa
 Umpan balik dalam komunikasi massa
sifatnya tertunda. kalau dalam jenis
komunikasi lain, umpan balik bisa
bersifat langsung.
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