2. TEORI KOMUNIKASI MASSA Pertemuan 2 Matakuliah: Sosiologi Komunikasi Massa Tahun: 2009/2010

3. Mass Communication Distance Communication between those who send and receive messages is impersonal, lacks immediacy and is one way – from producer/creator to consumer/audience. Technology 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. Scale A mass medium involves simultaneous communication with many people Commodity Mass communication comes at a price. Bina Nusantara University 3

4. 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 Bina Nusantara University 4

5. 5 Teori Komunikasi Massa Shannon & Weaver Newcomb Westley & Maclean McGuire's Persuasion Theory Fisbein & Ajzen Social Learning Theory Instrumental Theory of Persuasion Hypodermic Needle Theory Uses & Gratification Theory Agenda Setting Theory Information Diffusion Theory

6. Bina Nusantara University 6 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

7. Bina Nusantara University 7 Model Klasik Penelitian Komunikasi Massa 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

8. 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. Bina Nusantara University 8

9. Traditional Producer Consumer Old forms of mass media involve one-way communications between a producer and a mass audience. Bina Nusantara University 9

10. New New forms of mass media can involve two-way communication within a mass audience who are both producers and consumers. Bina Nusantara University 10