Matakuliah
Tahun
: Sosiologi Komunikasi Massa
: 2009/2010
TEORI KOMUNIKASI MASSA
Pertemuan 2
Mass Communication
Distance
Technology
Communication between those
who send and receive
messages is impersonal, lacks
immediacy and is one way –
from producer/creator to
consumer/audience.
Mass communication requires a vehicle,
such as a television receiver, a method of
printing and so forth, that allows
messages to be sent and received.
A mass medium involves simultaneous
Scale
communication with many people
Commodity
Mass communication comes at a price.
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Definitions
A medium is a `channel of communication’
Media are a number of `channels of
communication’
Mass Media involves `channels of
communication’ with large number of
people
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Teori Komunikasi Massa
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Shannon & Weaver
Newcomb
Westley & Maclean
McGuire's Persuasion Theory
Fisbein & Ajzen
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Social Learning Theory
Instrumental Theory of Persuasion
Hypodermic Needle Theory
Uses & Gratification Theory
Agenda Setting Theory
Information Diffusion Theory
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Classical Communication Models
– Aristotle’s definition of rhetoric
– Aristotle’s model of proof
– Bitzer’s Rhetorical Situation
Early Linear Models
– The Shannon-Weaver Mathematical Model, 1949
– Berlo’s S-M-C-R, 1960
– Newcomb’s Social Model, 1953
– Schramm’s Interactive Model, 1954
Non-linear Models
– Dance’s Helical Spiral, 1967
– Westley and MacLean’s Conceptual Model, 1957
– Becker’s Mosaic Model, 1968
Multidimensional Models
– Ruesch and Bateson, Functional Model, 1951
– Barnlund’s Transactional Model, 1970
Suggestions for Communication Models
– Systemic Model of Communication, 1972
– Brown’s Holographic Model, 1987
– A Fractal Model
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Model Klasik Penelitian Komunikasi Massa
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Hypodermic Needle (Magic Bullet) Theory
Uses and Gratifications Theory
Agenda-Setting Theory
Information Diffusion Theory
Limited Effects Theory
Adoption of Innovation Theory
Modeling Theory
Social Expectations Theory
Meaning Theory of Media Portrayals
Cultivation Theory
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THE DEVELOPMENT OF COMPUTER NETWORKS
Computer networks open up the
potential for `many to many’
communication, where a mass
audience can simultaneously interact
and communicate with each other. In
other words, a mass medium based
on interpersonal communication.
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Traditional
Consumer
Consumer
Producer
Consumer
Old forms of mass media involve one-way communications between a producer and a mass audience.
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New
New forms of mass media can involve two-way communication within a mass audience who are both producers and
consumers.
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