Media Organization 1

7/30/2019 Media Organization 1

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MEDIA:

NOT JUST ANY OTHER

BUSINESS

NISA ALFIRA, S.I.Kom, M.A.


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The sun doesnt set on the empire

of Coca Cola or MTV

Amartya Sen (peraih Nobel Ekonomi dalam buku

Development as Freedom, 1999)


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Tiga orientasi media

Government orientation

Public orientation

Profit orientation


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Government Orientation

Sebagian besar karyawannya adalah pegawai

negeri

Dibiayai oleh pemerintah

Government-say-so journalism

Tidak bisa melawan pemerintah, bahkan

digunakan sebagai sarana melawan suara yang

merugikan nama baik pemerintah

Tidak ada tujuan bersaing dengan media massa

non-pemerintah


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Public Orientation

Dibiayai oleh publiknya sendiri dan digunakan untukmemperjuangkan hak-hak publiknya

Biasanya media ini tidak mencari untung atau bahkan

tidak menerima iklan komersial, terkecuali iklan

layanan masyarakat (Public ServiceAdvertising

PSA)

Biaya operasional termasuk gaji karyawan dibiayai

oleh publik atau komunitasnya

License fees: annual fees or fees on the sales of radio or

television receivers to pay for public broadcasting

(Browne, 1989)


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Profit Orientation

Basis aktivitas: pengeluaran minimal-

pendapatan optimal

Persaingan memperebutkan pasar

Ukuran keberhasilan: pendapatan


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Private: whether they succeed and continue

depends on the wealth of the market they

enter, their own resources for reaching andattracting audience, and their ability to

sustain the new publication with content

that continue to hold and build an audience(Compaigne, 1982)

Entry Costs: cost of starting up a mediacompanytechnology, distribution,

personnel and raw material


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The Facts...

The increasing of industrial and economic

significance of the entire information and

communication sector

The widespread privatization of state

telecommunication enterprises

The shift to free-market economies, so doesin former communist states


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The Media Now

Although the media have grown up in

response to the social and cultural needs of

societies, they are largely run as businessenterprises and operate in competitive

environment


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Special character of media

The key to the unusual character of the mediainstitution is that its activities are inextricablyboth economic and political as well as beingvery dependenton continually changingtechnologies of distribution

These activities involve the production ofgoods and services which are often bothprivate and public

Private: consumption for individual personalsatisfaction

Public: viewed as necessary for the working ofsociety as a whole and also in the publicdomain


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The public character of the media derives

mainly from thepolitical function of the

media in a democracy but also from the fact

that information, culture and ideas are

considered as the collective property of all


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Main goals of media organization

Profit

Social influence and prestige

Maximizing an audience Sectional goals (political, religious, cultural,

etc)

Serving the public interest


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The media are at the centre of three

overlapping kinds of influence

Media

institutions

economics politics

technology


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The sources of income for media

Consumer marketvs advertising market

Other sources: Sponsorship, product

placement and public relations, public

money and support from private backers

Within the consumer market, there is

another division: between the market for

one-off products and for continuous media

services


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Sources of income can have impacts on mediawork

Assumption: the higher the dependence onadvertising, the less independentthe contentfrom the interests of advertisers and businessgenerally

Performance in one market can affectperformance in another (for media whooperate in both)

The difference of revenue base can lead todifferent kinds of opportunity or vulnerabilityto wider economic circumstances


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Media market reach and diversity

Advertising-based media favors a less

diversity pattern of consumers

Newspapes with a dispersed set of readers

are often more at risk economically than

those with a locally concentrated circulation


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Communications media create and sell twokinds of products:

Sell media or information service content

to audienceSell their audience to advertisers

Advertisers buy nothing but numbers


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Youre the screen

and

the television is watching you

(Jean Baudrillard, 1990

dalam Ibrahim, 2007:159)


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Sources:

Denis McQuail. 2005. McQuails Mass

Communication Theory. London: Sage

Publications.

Idi Subandy Ibrahim. 2007. Budaya Populer

sebagai Komunikasi: Dinamika Popscape dan

Mediascape di Indonesia Kontemporer.

Yogyakarta: Jalasutra.

Documents

Media Organization 1