MEMAHAMI MEDIA KONVENSIONALSaiful Nujaimi Abdul Rahman

Tiga (3) kategori utamamedia massa

Media cetak: Media elektronik: Media pelbagai / media baharu

Perincian Media Cetak

Media cetak:• Buku• Majalah• Akhbar

• Sebarang bahan bercetak yang diedarkan kepada publik secara meluas melalui agensi percetakan.

Perincian Media Elektronik

Media elektronik:• Radio• Televisyen• Filem

• Sebarang bahan penyiaran yang diedarkan kepada publik secara meluas melalui medium komunikasi penyiaran.

Perincian Multimedia/ Media Baharu Umumnya terbahagi 2:

• Verbal-oriented (tangible & printable) Laman web / web site Hom pej / homepage / personal

• Facebook, Friendsters, Friendfinder, Myspace, Web-logs (a.k.a. blogs)

• NonVerbal-oriented (almost intangible & almost unprintable) SMS, MMS, MP’s, Twitter, Blackberry, Skype, Messengers

• Sebarang bahan media baharu yang diedarkan kepada publik secara meluas melalui perantaraan teknologi ICT dari semasa ke semasa.

ASPECTS THAT YOU MUST UNDERSTAND:

Stereotypes – producing typical images Exaggerating – the content must be of bigger

impact than before Profit-oriented – competition for survival Forgery – out of dateline chasing, they make

mistakes all the time Production pressure – DEADLINES must be met,

SLOTS must be filled... And quality must be improved

Legalities – despite the above factors, they must abide the rules & regulations

SIX (6) common mistakesmade by the media:

In details – names, age, etc Of narrative – partial truth. Of Invention – fictional stories. Of context – incorrect / missing

background. Of omission – misleading by missing part. Of interpretation – 2+2 = 5??

MEDIA BAHARU* The revolutional media hybrid!

Peringatan!

Menjadi wartawan global / maya tidak seharusnya menjadikan wartawan / pengamal media itu menjadi warganegara global / maya.

Beliau tetap menjadi warganegara kepada sesebuah negara dunia – sekaligus tertakluk kpd perlembagaan negara berkenaan.

Media BaharuPra-syarat:• Menggunakan pendekatan internet (international

networking)• Menggunakan tekologi perkakasan & perisian komunikasi

terkini • Perlukan ‘energy’• Punyai coverage/ connection• Perlukan ‘device’• Perlu berkemampuan (wang & ilmu)

Teras Media Baharu ketika ini:• Digembleng oleh individu yg ‘memberontak’ (self-revolt

people)• Digembleng oleh kelompok yg ‘memberontak’ (group-

revolt people)

BAGAIMANA MENULISUTK MEDIA BAHARU:

1. Memiliki asas ilmu & pengetahuan ttg media konvensional2. Memahami & mengetahui audien anda3. Mengetahui hal-hal legislatif

- Apa yg ‘boleh ditulis’- Apa yg ‘tidak boleh ditulis’- Apa yg ‘perlu ditulis’- Apa yg ‘tidak perlu ditulis’

PERLU TAHU BATASAN DIRI SENDIRI !

PENDEKATAN MEDIA BAHARU:• Personal approach• Emotionally-saggy (dari segi):

• Penampilan – rekaletak, rekabentuk, dll• Ketrampilan – terhadap isu, reputasi penulis, dll.

KATEGORI-KATEGORI WEB-LOGS

Antara yg DOMINAN:• Blog peribadi

• Cth: wwwsaiful.com• Blog perniagaan

• Cth: www.jutawan-prepaid.com• Blog informasi

• Cth: www.gainfotech.com• Blog komuniti

• Cth: malaysiabikers.com.my

Antara isu media baharu: Anjakan Paradigma

• Kita perlukan “kanta baru” dan kita perlu buang “kanta lama” - Kenichi Ohmae [The Borderless World, 1990].

Akta-akta Anatarabangsa – Intellectual Property! Akta Telekomunikasi & Multimedia (1997)

• Bertujuan melindungi perniagaan multimedia dan seluruh bidang perniagaan dan pengurusannya.

• Diimplementasikan seiring undang2 siber lain: Antaranya Undang2 Siber Harta Intelektual Multimedia, Undang2 Siber Jenayah Komputer, dan Undang2 Siber Kerajaan Elektronik.

APAKAH FAKTORYANG MENDORONG MASYARAKAT

UNTUK MEMBACA SEBARANG ARTIKEL HARI INI…?

Antaranya ialah:

Artikel dibaca kerana: • ..gambar pembaca diterbitkan.• ..gambar/berita yg berkaitan dgn pembaca diterbitkan.• ..banyak gambar berwarna.• ..bertujuan utk rujukan atau kajian.• ..sekadar suka-suka.

• Jarang sekali penerbitan hari ini dibaca kerana pembaca mahu mengetahui buah fikiran si penulisnya.

• Jarang pula bahan yang diterbitkan itu dijadikan rujukan pihak lain – kecuali kes-kes mahkamah/ jenayah shj.

• Jarang juga rencana yang dihasilkan itu dimanfaatkan oleh pemilik laman-laman blog (atau sebarang media baru).

Dalam perkataan yg mudah:ELAKKAN:

‘Big words’

‘Extra words’

‘Foreign words’

‘Unnecessary words’

SEBAIKNYA:

Spesifik

Tersusun

Meyakinkan

Difahami

Ringkas dan mudah

LATIHAN 1:

Permudahkan tiga frasa inidalam masa 5 minit…

FRASA-FRASAA: “The biota exhibited a 100 percent

mortality response” (A report by a scientists on the dead fish)

B: “We are endeavoring to construct a more inclusive society” (from the original speech draft for President Franklin D. Roosevelt’s)

C: “And you find that kind of rootless existence appealing, do you?” (A line from Titanic).

D: “Dia adalah anak lelaki pertama datuk saya dan abang kepada ibu saya” (from our daily conversation)

Siapa sebenarnya pembaca kita?

Majoriti: WANITA [51%] Belia: 18 – 34 thn [30%] Etniks & Imigran: [25%] Dewasa: Lbh 50 thn [21%] Remaja & kanak2: 5 – 17 thn [15%]

Dua faktor utama yg mempengaruhi pembaca:• Rasional: 30 - 40%• Emosional: 60 - 70%

RINGKASAN & KESIMPULAN

The Positive Sides of Print Media

Visual and print attractions, Tangible possession – pemilikan tampak The message is almost permanent Client’s believability is higher Scholarly and academically accepted Kita sudah selesa dan yakin Miliki kelompok pelanggan tegar

Negative Sides of Print Media

Inclining cost of publication The message is limited only to a certain group Took a long period to publish Involving so many levels of editorials Considered as ‘old school’ of message

dissemination Could be considered as ‘non-IT savvy’. There are so many avenues of legalities that

need to be abided

The Positive Sides of Electronic Media

Visual, audio, and movement attractions, A make make-believe product through

physical demonstration Client’s believability is higher Having a high-impact message Wider coverage for potential clients

Negative Sides of Electronic Media

High cost of production The message is limited only to a certain period Not having a specific way for client to refer to Difficult to coordinate with the client’s time Technical problems may occur while

broadcasting Production incalculable errors – actors / actress

having personal problem There are so many avenues of legalities that

need to be abided

The Positive Sides of New Media

Cheapest cost message dissemination All kinds of latest audio-visual attractions A make-believe product through physical

demonstration Client’s believability is quite moderately high Often having a high-impact message Wider & effective coverage for potential clients Faster ways of message dissemination Couldn’t live with it; and without it!

Negative Sides of New Media

The receivers are anonymous Informers AND receivers are relatively

incompetent: Educationally & Emotionally! Not having a specific way for anyone to be held

responsible for the disseminated web materials. Highly emotional tool for message dissemination. Technical problems may occur – server, hacker,

virus, incompliability, etc. There are so many avenues of legalities that are

YET to be imposed… Intellectual Properties!

MEMAHAMI STRATEGI LAUTAN BIRU

– a revision, was it?Saiful Nujaimi Abdul Rahman

Apa kebenda nyer yop?? BLUE OCEAN STRATEGY (BOS) – is a business

strategy book - first published in 2005. Authored by W. Chan Kim (Korean) & Renee

Mauborgne – of the BOS Institute at INSEAD. INSEAD – the French ‘Institut Europeen d’

Administration des Affairs’ (European Institute of Vusiness Administration).

A decade of study upon 150 strategic moves of 30 industries over 100 years (1880-2000).

Have Asia-Campus in Queensland, S’pore.

TAG-LINE!

“There are no such thing as

permanent great company;

nor a permanently great industry.

BUT, there are permanently

great strategic moves”.

TWO GREAT METAPHORS

BLUE OCEAN RED OCEAN

• Both are capitalist system that dealt with: Value People Profit

BOS’s 7 frameworks & tools:

Value curve Strategy canvas 4 actions framework 6 paths Buyer experience cycle Buyer utility map Blue Ocean idea index

VALUE INNOVATION DIAGRAMCOSTS

PRICES

BUYER VALUES

High quality production, publication, services..but,

with a low cost of production AND low purchasing cost for clients

Among the Organisations that have presumably applied BOS

VIAGRA – quality with low price products Ralph Lauren – looking across strategic group Anuar Zain ? – by not competing within the existing

domain.

Functional (Physical) vs Emotional (Perception) Physically emotional vs Emotionally physical Higher Price vs Higher Demands

THE CRITICISMS

All of the success stories / cases had unconsciously practiced / subscribied to BOS strategy.

None of them were deliberate! None of them had any professional assistance. THUS, to many scholars, BLUE OCEAN STRATEGY

is simply AN UNFALSIFIABLE THEORY! There’s nothing new – except the two GREAT

metaphors – BLUE OCEAN & RED OCEAN.

RINGKASAN & KESIMPULAN

RED OCEAN BLUE OCEAN

Competition Exploration

Beating competitors Competition irrelevant

Exploiting demands Creating demands

Trading on value + cost Trading off value + cost

OR AND

JADI… APA YG ANDA FAHAM DENGAN

‘STRATEGI LAUTAN BIRU’?

MY PERSONAL UNDERSTANDING:IT IS ABOUT COMPETING WITH OURSELVES

TO BE CONSISTENTLY COMPETITIVE…RATHER THAN.. HAVING OTHER PEOPLE

FORCING US TO BE COMPETITIVE!

THE DILEMMA?

BOS is urging us to explore the new frontierwithout having to subscribe to

any conventional ideas. HOWEVER, by doing that,

we are unconsciously subscribingto the idea of BOS itself.

THREATS• Y2K issues throughout 1999• Gulf war beginning August 02, 1990• War of Terror beginning Sept 13, 2001• Apocalypse 121212 is soon to be on the shelves!

OPPORTUNITY• Think big VS Think small• Globalization VS Glocalization• Red Ocean Strategy VS Blue Ocean Strategy

Points to ponderCrisis = Threat + OpportunityThreats were sold out in 1999

New ‘Opportunity’ is on SALE now!Are we going to stay as consumers forever??

JADI… DI MANAKAH KITA LETAKKAN

MEDIA KONVENSIONAL…DALAM DIRI KITA?

…DALAM ORGANISASI KITA?

MY PERSONAL SUGGESTION:IT IS AN INEVITABLE FRONTIER,

BUT…PLEASE PAUSE TO THINK BEFORE WE ACT!