Pengantar Kajian MediaMuhammad Irawan Saputra, S.I.Kom., M.I.Kom

Definisi“Massa”

“Massa” diasosiasikan negative awalnya

“common people” yang tidak terpelajar, apatis, tidak rasional, tanpa aturan bahkan mengarah kepada kekerasan

(Bramson, 1961)

Definisi“Massa”

Konsep ini juga berarti positif

Khususnya pada sosialis, yaitu berhubungan dengan kekuatan, solidaritas, dari masyarakat pekerja yang diorganisasikan untuktujuan bersama atau ketika menerima tekanan dari atasan.

misal penggunaan ‘mass support’, ‘mass movement’ and ‘mass action’

As Raymond Williams (1961:289)

Definisi“Massa”

The media audience

The Concept of Mass: TheoriticalFeatures

Composed of a large aggregate of people

Undifferentiated composition

Mainly negative perception

Lacking internal order or structure

Reflective of a wider mass society

The mass communication process: theoretical features

Large-scale distribution and reception of content

One-directional flow

Asymmetrical relation between sender and receiver

The mass communication process: theoretical features

Impersonal and anonymous relationship with audience

Calculative or market relationship with audience

Standardization and commodification of content

The mass audience:main theoretical features

Large numbers of readers, viewers, etc.

Widely dispersed

Non-interactive and anonymous relation to each other

The mass audience:main theoretical features

Heterogeneous composition

Not organized or self-acting

An object of management or manipulation by the media

The mass media institution: main theoretical features

The core activity is the production and distribution of information and culture

Media acquire functions and responsibilities in the ‘public sphere’ that are overseen by the institution

The mass media institution: main theoretical features

Control is mainly by self-regulation, with limits set by society

Boundaries of membership are uncertain

Media are free and in principle independent of political and economic power

Mass self-communication

new form of socialized communication

It is mass communication because it reaches potentially a global audience through the p2p [person to person] networks and Internet connection.

Mass self-communication

The backbone is made of computer networks

language is digital

senders are globally distributed

globally interactive

Mass self-communication

Multimodal

self-generated in content

self-directed in emission

self-selected in reception by many that communicate with many