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PERSPEKTIF SOSIOLOGI
MIKRO TENTANG FENOMENA
KOMUNIKASI
Nisa Kurnia I – Sosiologi Komunikasi 2012
Overview
Micro approaches focused on person to person
interaction.
Overview
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Micro Perspectives
 Individu
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behavior as subject  action, agent, agency
Teori Pilihan Rasional
Teori Pertukaran Perilaku (Homans)
Teori Pertukaran Sosial (Peter Blau)
Teori Dramaturgi Erving Goffman
Teori Uses and Gratification
Teori Pilihan Rasional
Rational Choice Theory focused on individual
behavior that based on rational choice
Teori Pilihan Rasional
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Based on The Wealth of National by Adam Smith
 Individual
act based on their personal interest
 Result in collectives profit
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Individual act based on preferences
James S Coleman
 actor choose their acts based on maximized the usage
for satisfying their needs.
 To intervene society = to intervene individual
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Based on utilitarianism philosophy
 very capitalistic
Teori Pilihan Rasional
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Rational Act Theory, disadvantages:
 Unbalanced
information received
 Rationality differences between individuals
 Not all “action” can be explained
 Rejects the existence of soul, instinct, emotional and
irrational things
 Paying too much attention on the relationship between
“micro” and “macro”
 Neglecting relationship between the macros
 Neglecting dialectics relationship
Teori Pertukaran Perilaku (Homans)
Functionalism preposition explanation about
individual behavior
Teori Pertukaran Perilaku (Homans)
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Skinnerian prepositions:
Success preposition
 Repetition of the “success”
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Stimuli preposition
 Repeating advantage stimuli
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Value preposition
 Higher value tend to repeated
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Deprivation-Satiation Preposition
 Choosing another value
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Bless-Aggression Preposition
 Aggressive comes from unsatisfied self
Teori Pertukaran Perilaku (Homans)
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Basic assumptions of Homan’s Theory:
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Based on elementary economic transaction principle
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Extrinsic and intrinsic profit
Social structure as “exchange” arena
 Social exchange manifest on the tangible and intangible
 Individual roles on social system determination
 Society starts from group of individuals
 In group analysis, will find:
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Internal system
 External system
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Teori Pertukaran Sosial (Peter Blau)
Based on collectivist structuralism thesis, focused
on social property and structure
Teori Pertukaran Sosial (Peter Blau)
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Blau’s Basic Assumption:
Micro social reality can't be generalized
 Structure built from individual powerful dynamic process
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Adapt
 Perennial and counter adjustment: Dilemma, differentiation,
dynamics and dialectical process.
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Micro structure built from interactions between individual
 Micro group can’t be controlled by social oblige
 Understanding how complex organization works
 Why people do association?
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Intrinsic and extrinsic needs
Teori Pertukaran Sosial (Peter Blau)
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Blau’s Basic Assumption:
 Social
structure built from individual behavior based on
social exchange principles
 Social process change from simple to complex
 More complex group deliver power relation (neglect
the social exchange principles)
 Power  how individual coerce their will into another.
 Power, will this legitimized or resisted?
Teori Pertukaran Sosial (Peter Blau)
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Blau’s “The Emergence Principle”
 group membership based on convention of values and
norms as social transaction media.
 4 Values functioned as social transaction media:
 Specific
values as media of social cohession and solidarity
 Social stratification born from social achievement standard
 Values as collectives-legitimative function
 Opposition idea as reorganization and change medium.
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So, social complexity with collectives value will
survive if...
Teori Pertukaran Sosial (Peter Blau)
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Power
 Power
born from individual contribution on collective
values  social stratification
 Authority rules society
 Authorative dilemma; between getting power and
legitimacy
 Power legitimation determine by social values
 Is
it general of specific?
Teori Pertukaran Sosial (Peter Blau)
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4 Types of Mediator Values
 Specific
values function as social cohession and
solidarity source
 General values as standard for social stratification
 Convention values as medium to reach goal
 Opposition ideas is mediu to reorganize and change
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3 requirement for legitimized social complexity:
 Formal
organized principles
 Socialization to the next generation
 Dominant grop must follow the values
Teori Dramaturgi Erving Goffman
Individu as actor, try to fullfil audience
expectation.
Teori Dramaturgi Erving Goffman
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Actor acts to adapt audience expectation
Focused on “impression management”
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Based on simbolic interaction by Mead
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Actor technic to built and preserve particular impression on
the audience
Individual = Mind + Self
Interaction will happen if actor can adapt to the
audience expectation
Identity built from this process
Dramaturgical analogy
Teori Dramaturgi Erving Goffman
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Social life area according to Goffman:
stage  being watched by audience
 Back stage  actor built its impression
 Front
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Front stage = Setting + Front personal
Front personal = Appereance+ Manner
Front personal, following collective representation
Audince also must know the rules of dramatical
stage
Teori Dramaturgi Erving Goffman
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Mystification technicques by actor
 By
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building social space
Self as a result from dramatical influence built from
dramatical interaction.
Teori Uses and Gratification
People choose media based on their needs and
motives to reach gratification
Teori Uses and Gratification
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Talking about what people do with media
Audience actively finding and choosing media to fulfill
their needs and wants
Basic motives individual comes from their expectations
of gratification
Individual used media for many reason:
Entertainment
 Giving information
 Selling
 Educationing
 Self actualitation
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Teori Uses and Gratification
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Expectancy Value Theory
 We
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expect therefor we choose the media
Exposing self to media exposure in order to get the
effects of gratification
Media Dependency Theory:
 As
world in chaos
 Fear appeal of the message
 People depend culturally on media
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